PERSONAL TECH

New rules cover organic rankings, AI Overviews, and user-approved search data sharing

The UK's Competition and Markets Authority (CMA) has imposed two new conduct requirements for Google's search services, to improve transparency and fairness in result rankings and allowing users to port their search data to third parties.

The requirements follow the CMA's actions in early June that let publishers opt out of having their work appear in AI Overviews, while requiring attribution and clear links to sources. "More activity is expected over the summer," the regulator warned.

The fair ranking requirement arises from complaints from UK businesses that Google's current approach is "neither fair nor transparent," as the web giant makes changes without sufficient notice and does not offer an easy way to complain.

Google sees it differently. A spokesperson told The Register: "Our ranking systems are fair, transparent and show the most relevant, highest quality results.

"We are committed to protecting the integrity of our systems, and will work constructively with the CMA to ensure that we can uphold the high quality of Search for our users."

Be that as it may, the CMA's conduct requirements call for Google to provide businesses with more transparency into how its rankings work and to introduce "clear processes" for raising concerns about the Big G's practices.

Furthermore, "organic" search results must be ranked using "objective and non-discriminatory criteria." The requirement also encompasses Google's AI Overviews, but not sponsored results.

Google has six months to implement the ranking requirements. It has three months to implement a data portability requirement, but this is more about putting the voluntary processes already in place via Google's UK Data Portability API on a legal footing. According to the CMA, "the rights of UK users will now be on a par with those in the EU (under the EU's Digital Markets Act)."

Businesses, unsurprisingly, are keen to get hold of that data. The CMA wrote: "Using this data would allow third parties to offer people more personalized features – like tailored travel suggestions, more relevant shopping deals, and rewards (including cashback and discounts)."

Will Hayter, Executive Director for Digital Markets at the CMA, said: "These new measures will ensure search results are ranked fairly and objectively, with clearer information about changes and effective routes to raise concerns.

"At the same time, innovative businesses will have the confidence that they can access search data in practice, unlocking investment and innovation in new products and services for users."

The CMA slapped Google with Strategic Market Status (SMS) in general search and search advertising in October 2025. This designation was a recognition of Google's market power, although it does not, by itself, indicate the company has acted anti-competitively. It does, however, give the CMA more power to introduce interventions such as the conduct requirements above.

Google is not the only company facing scrutiny. The CMA recently launched a fourth SMS investigation into Microsoft's business software ecosystem. ®