UK Probes Google's Search Dominance on Android

The UK's Competition and Markets Authority (CMA) is introducing new proposals to foster greater competition in online search, particularly on platforms where Google holds significant control, such as Android smartphones and the Chrome browser. These measures, recommended at the start of 2026, aim to provide users with more agency over their search experiences. The CMA's proposals include mandating that Google and Android device manufacturers offer users a choice of search providers upon initial phone setup and within the Chrome browser. These prompts are expected to occur annually.

Furthermore, the CMA is addressing the rise of AI assistants, proposing that these services also allow for user selection of preferred search functions, provided they meet technical and security standards. A key element of the new regulations is also a requirement for all search providers to clearly attribute content originating from publishers. This initiative is a response to user feedback and the increasing use of AI assistants as primary search tools.

These proposals build upon recent regulatory actions, including a rule effective from June 3rd, 2026, allowing publishers to opt out of AI-generated results, and requirements for fair Google search ranking and data portability imposed on June 17th, 2026. Many international territories already require search engine choice options for new smartphones, and similar advancements are being explored by tech companies like Apple to allow third-party AI models, anticipating evolving regulations.