People in the UK could get more say over the search service on their phone and browser under updated plans from the Competition and Markets Authority, the BBC reports. The watchdog has strengthened its proposals for Google Android and Google Chrome customers, saying the way people look for information online has shifted quickly.
Key points
- Choice screens — Android and Chrome users would pick a search service when they first use their phone or browser, then be asked again every year.
- AI assistants — services such as ChatGPT and Perplexity could appear on the choice screens if they meet technical and security criteria.
- Content credit — search providers on the screens would have to attribute publisher content clearly and accurately.
- Consultation — views are invited by 9 October, with a final decision expected by the end of the year.
The CMA said the revised package responds to feedback from publishers, search providers and consumer groups. Under the proposals, Google would have to let people choose a search service the first time they use an Android handset or open Chrome, followed by a yearly prompt to confirm or change their default.
AI assistants that meet the relevant technical and security requirements would also be allowed on the choice screens. The CMA said this reflected the growing number of people using AI tools as their main way of searching. Providers featured on the screens would need to make it easy for people to reach original source material and see where results came from.
Sarah Cardell, Chief Executive of the CMA, said the way people search is changing and new services are creating opportunities for innovation and competition. She said the watchdog had listened to feedback and was responding quickly to the rise of AI assistants, which many people now use as their search service but which do not appear on Google's choice screens. The aim, she said, is to future-proof the options available in the UK.
The CMA is asking for views on the updated proposals by 9 October and expects to reach a final decision on this conduct requirement by the end of the year. Google was designated with strategic market status in general search and search advertising in October 2025, and the CMA has already imposed publisher controls and requirements on fair ranking and data portability this year.
What it means in practice
Nothing changes on your phone yet. The plans are still out for consultation, so the earliest anyone would see a new choice screen is after the CMA's final decision, which it expects by the end of the year. If the measures go through, the practical effect would be a prompt when you set up an Android device or open Chrome, plus a reminder once a year to review your default search provider. Publishers would gain clearer credit when their material appears in results.
- Watch for the prompt — if the rules take effect, take a minute at setup to pick the search service you actually want rather than skipping past it.
- AI tools on the list — assistants like ChatGPT and Perplexity could become options, so check whether the ones you use meet the CMA's criteria.
- Have your say — the consultation closes on 9 October, and responses can be sent to the CMA before the final decision.
