Google’s general search services: proposed user choice conduct requirement
Overview
In October 2025, the CMA designated Google as having strategic market status in the provision of general search and search advertising (together, general search services).
On 28 January 2026, we consulted on a series of conduct requirements in relation to its general search services. This included a proposed conduct requirement to improve the way that Google presents choices to consumers, and how they influence decision making (its 'choice architecture').
We have considered the responses to that consultation, as well as wider trends in the market. We now invite comments on updated proposals for a user choice conduct requirement.
We have published:
- a consultation document that sets out our revised approach, and the questions we would like feedback on
- the findings of the qualitative research we commissioned, to explore consumer needs and requirements in relation to choice screens displaying options for services they use for search
This consultation closes at 5pm on 9 October 2026.
What are conduct requirements?
After designating a firm with strategic market status (SMS), the CMA may put in place one or more tailored rules (or 'conduct requirements') to require the firm to take certain action or to stop a specific activity.
We may put these requirements in place where doing so would be proportionate to achieve specific positive outcomes for users (or potential users) of the digital activity. These are:
- fair dealing
- open choices, or
- trust and transparency
Read more about the conduct requirements we have imposed so far.
Why your views matter
We welcome your views on whether the proposed changes are effective in achieving the intended aim of the user choice conduct requirement.
In particular, we would like to know whether you agree with:
- the proposed changes to the user choice conduct requirement
- our updated proportionality assessment for the user choice conduct requirement
How we handle responses
In accordance with our policy of openness and transparency, we may publish non-confidential versions of responses on our webpages. If your response contains any information that you regard as sensitive and that you would not wish to be published, please provide at the same time a non-confidential version for publication on our webpages which omits that material and which explains why you regard it as sensitive.
Responses from individuals will always be made anonymous where the response is published.
Depending on the number of responses received, we may use AI tools to assist us with handling responses.
Interests
- Digital markets