The UK Competition and Markets Authority (CMA) on June 18 issued new requirements forcing Google to be more transparent about how it ranks search results, addressing concerns over the US tech giant's dominance in the sector.
Under the ruling, Google must rank natural search results based on objective, non-discriminatory criteria and provide businesses with more detailed information about how its ranking system works. The company must also establish a clearer complaints process and allow users to transfer their search data to authorized third parties.
Will Hayter, Executive Director for Digital Markets at the CMA, stated: 'Step by step, we are ensuring that Google's search services work better for businesses and consumers across the UK.' He emphasized that search is a 'vital gateway' for businesses to reach customers, and clearer, more transparent ranking systems will help them grow and invest.
The new measures build on earlier requirements the regulator announced earlier this month, allowing publishers to prevent their content from being used to train Google's artificial intelligence features. In 2025, the CMA designated Google as having 'strategic market status,' obligating the company to comply with special requirements under regulations targeting tech giants.
According to the CMA, Google has six months to implement the fair ranking requirement and three months for the data portability rule. Google currently accounts for more than 90% of search queries in the UK. The move follows the UK's adoption of a new digital markets competition regime in January 2025, enabling the CMA to intervene in a targeted manner to improve competition.
Earlier this week, UK Prime Minister Keir Starmer announced a social media ban for children under 16, targeting platforms such as TikTok, Snapchat, and Instagram, as well as gaming and livestreaming services that allow children to chat with strangers.
