The UK’s competition watchdog has called on Google to provide greater transparency on how its search rankings as part of new rules designed to secure a ‘fairer’ deal for publishers.
This recent CMA-enforced action comes after Google was designated with Strategic Market Status (SMS) by the regulator back in October 2025 – a move that was heavily influenced by the impact of Artificial Intelligence (AI)-enhanced search.
Let us explain what’s changed, and what it means for you as a UK business owner with an online presence.
What’s changing?
While many proposals were explored by the Competition and Markets Authority (CMA) to level the playing field, as of June 3rd 2026, the new conduct requirements (that’s targeted rules) for the search engine include:
Allowing publishers to prevent their content from being used to power AI search features
Previously, websites were unable to opt out of their content being scraped for AI overviews without also withdrawing from traditional Google search.
Ensuring publisher content is properly attributed using clear links in AI search
Google’s AI-generated responses draw from multiple sources which aren’t always clearly attributed and linked to the original source(s), negatively impacting organic traffic.
Allowing publishers to opt-out of their content being used for training AI models
Prior to this rule, there was no dedicated opt-out system. Using existing methods to prevent Google from using content to train AI models resulted in severe traffic penalties.
Ranking ‘organic’ search results using objective and non-discriminatory criteria
There’s long been debate over how Google ranks search results and whether any bias is involved. The new conduct requirements include AI Overviews – but not sponsored results.
Increasing transparency around how rankings work and giving notice of significant changes
Google currently provides minimal insight into how its rankings work and little (to no) advance notice for major algorithm updates, often leaving businesses confused and with insufficient time to raise concerns.
Introducing processes for businesses to raise and address concerns about ranking results
Designed to support more businesses with maintaining their online visibility, these processes to raise and address concerns must be clear.
Supporting data portability by allowing third-party firms access to user’s Google search data
To support consumer choice and innovation, the CMA wants to help third-party firms offer people more personalised features by giving them access to user’s Google search data.
When will these changes be implemented?
According to a new release from the CMA published on June 3rd, and another published a fortnight later, the regulator will oversee Google making these changes.
The search engine has three months to implement the data portability requirement, six months to implement the fair ranking requirement, and nine months to implement all other changes.
However, it’s expected that many will be made well before this deadline.
Google is continuing to make ‘significant changes’ to its search platform to further embed AI technologies, and the CMA is actively monitoring and assessing the impact of these changes.
If required, it intends to introduce further measures to ensure a fair digital markets competition regime.
Do these requirements go far enough?
Our view is that remains to be seen.
The CMA argues that these changes will give publishers more control and “put [them] in a stronger position to negotiate content deals with Google” – supporting many news organisations who have experienced steep traffic drops.
It believes the other conduct requirements will ensure fair ranking of search results for businesses and give them effective ways to raise concerns.
While it’s unlikely that businesses will ever regain the CTRs they enjoyed prior to zero-click search, they should benefit from:
- Greater ownership of their content
- Easier routes to raising and addressing ranking concerns
- Properly attributed and linked content in AI search
- Advanced notice of significant changes
- Greater transparency of search ranking criteria
However, the exact degree of transparency that Google is willing to adopt about its search ranking criteria (further than it’s relatively vague Google’s E-E-A-T guidelines) is unclear, but rest assured we’ll be keeping an close eye on any changes they make over the next nine months!
Don’t miss a moment with Aqueous Digital
We know keeping up to date with search changes can be challenge, but it doesn’t have to be one you tackle alone (or blindly).
With Aqueous Digital’s AI SEO services and experienced team of digital marketing professionals by your side, you can rest assured that every move you make will be informed by our expert insight into the latest search developments.
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