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Google’s general search services: proposed conduct requirements
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The Competition and Markets Authority's (CMA) promotes competition across the UK economy - removing blockers to competition whilst also stepping up action to enable legitimate, pro-growth business collaboration.
About this consultation
In October 2025 the CMA designated Google as having ‘strategic market status’ (SMS) in the provision of general search and search advertising (together, general search services). This consultation invites comments on our proposals for conduct requirements (CRs): rules in relation to Google’s general search services under the UK’s digital markets competition regime.
We want to hear from you
We're inviting stakeholders to comment on the proposed measures set out in the consultation documents on this page. We particularly welcome comments on the specific questions we set out at the end of each document. We will carefully consider responses to this consultation, ongoing stakeholder engagement and wider analysis, before proceeding with any proposed measures.
How to respond
Submit your response using the form below or by email to searchsms@cma.gov.uk by 5pm on 25 February 2026.
When submitting your response, make it clear which conduct requirement(s) you are responding to in your response document.
We will publish non-confidential versions of responses. If your response contains any information that you regard as sensitive and that you would not wish to be published, provide a non-confidential version that omits that information and explain why it is sensitive.
Your personal data
When handling personal data (like your contact details), we comply with data protection law, as set out in the UK GDPR and the Data Protection Act 2018 and other law designed to protect sensitive information.
For more information about the CMA’s statutory functions, how the CMA processes personal data and your rights relating to that personal data (including your right to complain), please see the CMA’s Personal Information Charter.
The Competition and Markets Authority's (CMA) promotes competition across the UK economy - removing blockers to competition whilst also stepping up action to enable legitimate, pro-growth business collaboration.
About this consultation
In October 2025 the CMA designated Google as having ‘strategic market status’ (SMS) in the provision of general search and search advertising (together, general search services). This consultation invites comments on our proposals for conduct requirements (CRs): rules in relation to Google’s general search services under the UK’s digital markets competition regime.
We want to hear from you
We're inviting stakeholders to comment on the proposed measures set out in the consultation documents on this page. We particularly welcome comments on the specific questions we set out at the end of each document. We will carefully consider responses to this consultation, ongoing stakeholder engagement and wider analysis, before proceeding with any proposed measures.
How to respond
Submit your response using the form below or by email to searchsms@cma.gov.uk by 5pm on 25 February 2026.
When submitting your response, make it clear which conduct requirement(s) you are responding to in your response document.
We will publish non-confidential versions of responses. If your response contains any information that you regard as sensitive and that you would not wish to be published, provide a non-confidential version that omits that information and explain why it is sensitive.
Your personal data
When handling personal data (like your contact details), we comply with data protection law, as set out in the UK GDPR and the Data Protection Act 2018 and other law designed to protect sensitive information.
For more information about the CMA’s statutory functions, how the CMA processes personal data and your rights relating to that personal data (including your right to complain), please see the CMA’s Personal Information Charter.
