Brit competition regulators have taken aim at Google's opaque search rankings, imposing new requirements that force the tech giant to explain how results are ordered and let users take their data elsewhere. The Competition and Markets Authority (CMA) issued two conduct requirements that target what businesses call an unfair and mysterious system.

The first requirement demands that Google clarify its ranking criteria and establish clear routes for businesses to challenge decisions. Google must apply objective and non-discriminatory criteria to organic search results, including AI Overviews, but not sponsored links. The company has six months to comply.

The second requirement focuses on data portability. Google must allow UK users to move their search data to third parties through the existing UK Data Portability API. This measure, with a three-month deadline, puts voluntary processes on a legal footing, matching rights already available in the European Union under the Digital Markets Act.

New Conduct Requirements

The CMA's directives address long-running complaints from UK businesses that Google changes rankings without warning and offers no easy way to appeal. Google, however, defends its approach. A spokesperson told The Register: "Our ranking systems are fair, transparent and show the most relevant, highest quality results."

The regulator disagreed. The requirements specifically call for:

  • Transparency in Search: Google must explain ranking changes and provide a formal complaint process for businesses.
  • Data portability: UK users can export search data to third parties, enabling personalized services like tailored travel or shopping deals.

These rules apply to Google's general Search service, which the CMA designated as having Strategic Market Status (SMS) in October 2025. That designation does not prove anticompetitive behavior but gives the regulator power to intervene.

Why This Matters

UK businesses and users are directly affected. Companies rely on search rankings for visibility; opaque changes can harm traffic and revenue without recourse. Users, meanwhile, gain the ability to transfer their data, potentially unlocking better services and discounts. The CMA's move also signals a broader trend: regulators globally are demanding more openness from dominant platforms. The UK now matches EU standards, and other nations may follow.

Will Hayter, Executive Director for Digital Markets at the CMA, said the measures will ensure "search results are ranked fairly and objectively" and give innovative businesses confidence to invest. The regulator warned that more activity is expected over the summer, hinting at further scrutiny of Google and other tech giants.

Implications for Businesses

For UK businesses, the changes could level the playing field. Predictable ranking criteria and a grievance mechanism reduce uncertainty. Data portability opens opportunities for third-party tools to offer personalized features, such as rewards or cashback. However, Google remains dominant, and enforcement will determine the real impact.

Google is not the only company under fire. The CMA recently launched a fourth SMS investigation into Microsoft's business software ecosystem. The regulatory landscape is shifting, and tech firms face growing demands for transparency and fairness.