UK's CMA Orders Google to Rank Search Results Fairly in Landmark Digital Markets Move

Britain Tightens Its Grip on Google Search

Britain's Competition and Markets Authority has imposed two new conduct requirements on Alphabet's Google, mandating fair and transparent search rankings and legally binding data portability for users. Announced on Wednesday, the measures mark the latest step under the UK's digital markets regime, a framework that has made the country one of the most aggressive testing grounds for Big Tech regulation anywhere in the world.

Fair Ranking and Transparency

The first requirement tackles longstanding complaints from businesses that Google's ranking practices are opaque and change without adequate notice. Under the new rules, Google must rank organic search results — including those surfaced in AI Overviews — using objective and non-discriminatory criteria. The company must give businesses greater transparency about how rankings work, provide advance notice of changes, and introduce clear processes for firms to raise concerns.

"Search is a vital gateway for businesses in the UK to reach customers, and clearer, predictable and more transparent ranking systems could give them greater scope to expand and invest," said Will Hayter, the CMA's executive director for digital markets.

Google pushed back gently. "Our ranking systems are fair, transparent and show the most relevant, highest quality results," a spokesperson said, adding that the company is "committed to protecting the integrity of our systems" and will work constructively with the CMA.

Data Portability Becomes Law

The second requirement puts Google's existing voluntary UK Data Portability API on a legal footing. Users will be able to authorise transfers of their search data to third-party services such as rewards platforms or companies offering personalised recommendations and discount codes. The CMA said the move brings UK user rights in line with those in the European Union under the Digital Markets Act.

Google has six months to fully implement the fair ranking requirement and three months for data portability. The regulator said it will monitor compliance through regular reporting and engagement with businesses.

A Broader Campaign

Wednesday's action follows requirements imposed on 3 June that gave publishers the ability to opt out of having their content used in Google's AI search features — a provision the CMA described as a world first. With a decision on a fourth conduct requirement covering user choice screens still to come, the regulator signalled that more activity is expected over the summer. Since the digital markets regime took effect, the CMA has also designated Apple with strategic market status over its mobile platform and launched an investigation into Microsoft's business software ecosystem.