UK regulator proposes search and AI choice rules for Google

Alphabet faces new regulatory proposals in the United Kingdom. The Competition and Markets Authority proposed requiring Google to provide Android and Chrome users with more choice over search providers and artificial intelligence assistants such as ChatGPT and Perplexity.

Under the CMA proposal, Google would present a choice screen when users initially set up an Android phone or open the Chrome browser. Users would also be prompted annually to choose their default provider. The rules would permit AI assistants that meet technical and security standards to appear alongside traditional search engines.

The regulator also stated that search engines must provide clearer attribution for publishers, allowing users to see original sources and access underlying material. The CMA previously required Google to commit to greater transparency regarding its search ranking mechanisms.

The consultation on these proposed measures ends on October 9. The CMA expects to deliver a final decision by the end of the year.