The United Kingdom’s competition regulator has ordered Google to make its search ranking system more transparent as part of new measures aimed at reducing concerns over the company’s dominance in online search.
The Competition and Markets Authority (CMA) said Google must ensure its organic search results are ranked using objective and non-discriminatory criteria. The company must also provide clearer information about how rankings work, improve complaint procedures, and allow users to transfer their search data to approved third parties.
CMA Digital Markets Executive Director Will Hayter said search engines are an important way for businesses to reach customers, adding that clearer and more predictable ranking systems could help businesses grow.
The new rules follow earlier measures that allow publishers to stop their content from being used to support Google’s artificial intelligence features.
The CMA classified Google as having strategic market status, meaning the company faces stricter requirements under the UK’s digital competition rules.
Google has been given six months to meet the fair ranking requirements and three months to introduce the data transfer rules. The company handles more than 90 percent of search queries in the UK.
The UK introduced a new digital markets competition system in January 2025, giving regulators more power to address the influence of major technology companies.
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