Open consultation

Google’s general search services: proposed user choice conduct requirement

• From: Competition and Markets Authority
• Published: 23 September 2026

Summary

The Competition and Markets Authority (CMA) invites comments on updated proposals for a user choice conduct requirement in relation to Google’s general search services.

This consultation is being held on another website.

This consultation closes at
5pm on 9 October 2026

Consultation description

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 Google’s 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.

Documents

Consultation: User choice conduct requirement

PDF, 618 KB, 72 pages

User research on choice screens in search

PDF, 1.83 MB, 57 pages

This file may not be suitable for users of assistive technology.

Request an accessible format

If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email general.enquiries@cma.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Published 23 September 2026