The UK Competition and Markets Authority (CMA) has proposed new regulations aimed at increasing user choice within Google Chrome and Android. Under the draft rules, Google would be required to present a list of search engine options to users during the initial setup of Android devices and the first launch of the Chrome browser.
The proposal mandates that Google prompt users to select their default search engine annually. Furthermore, the selection interface must include AI assistants that meet Google's technical and security standards, addressing the current lack of such options in the existing system. The regulator also requires search providers to clearly attribute publisher content.
CMA CEO Sarah Cardell noted that the agency is responding to the rise of AI assistants in search behavior. The public consultation period for these proposals is scheduled to conclude on October 9, with a final decision expected by the end of the year. This follows a June directive requiring Google to improve search ranking transparency.
