UK Competition Watchdog Takes Aim at Google's AI Search Features
The UK's Competition and Markets Authority (CMA) has issued a significant warning to Google regarding its AI-driven search capabilities, signalling a potential shift away from unrestricted data scraping and automated content summarisation. This development comes as artificial intelligence becomes increasingly integrated into the core functionality of search engine results pages across the country.
Proposed Regulations Target Google's AI Overviews
At the heart of the CMA's proposals is Google's 'AI overviews' feature, which displays automated summaries above traditional search result links. The regulator is pushing for new rules that would require Google to relinquish some control over how search operates within the United Kingdom. Rather than revisiting longstanding debates about Google's market dominance, the CMA is focusing specifically on how AI-generated summaries and automated ranking systems could further entrench both users and businesses within Google's digital ecosystem.
The watchdog's proposals would grant publishers greater authority over whether their content is utilised to power these AI summaries or train artificial intelligence systems, without facing the threat of complete removal from search results. This approach reflects growing concerns within Whitehall that generative AI technologies could undermine the economic foundations of the web by diverting attention and advertising revenue away from original content creators while consolidating power at the platform level.
Transparency and Fairness Requirements
Beyond content control, the CMA is advocating for regulations that would compel Google to demonstrate that its search rankings remain fair and transparent, particularly within AI-driven features. This includes providing evidence that the company is not unduly favouring its own services or commercial partners as search evolves from providing links to delivering direct answers.
In a further challenge to Google's market position, the regulator is proposing legally mandated "choice screens" on Android devices and within the Chrome web browser. This functionality would make it simpler for users to switch to alternative search engines, potentially weakening Google's advantage as the default search provider across multiple platforms.
New Digital Markets Framework
These measures, announced on Wednesday 28 January 2026, represent the first substantial test of the UK's emerging digital markets regulatory framework. The proposals grant the CMA powers comparable in scope to those established under the European Union's Digital Markets Act, marking a significant development in the UK's approach to technology regulation.
Sarah Cardell, the CMA's chief executive, stated that the proposed rules aim to ensure competition "keeps pace with how search is evolving." She argued that targeted regulation could stimulate innovation throughout the UK technology sector while simultaneously protecting both consumers and businesses from potential market abuses.
Industry Response and Consultation Period
Google has responded by cautioning that excessive regulatory intervention could compromise the usefulness of search functionality. The company emphasised that "any new controls need to avoid breaking search in a way that leads to a fragmented or confusing experience" for users. Google confirmed it is exploring methods that would allow publishers to manage how their content appears within AI features.
The consultation period for these proposals runs until 25 February 2026, though the regulatory direction appears clearly established. As search technology increasingly incorporates AI-generated content, the United Kingdom is taking proactive steps to ensure that market power does not remain concentrated within a single technology corporation.
