The UK’s Competition and Markets Authority has implemented two new rules for Google’s general search services. One rule pertains to the ranking of organic search results, while the other relates to search data portability.
Google is obligated to rank organic search results fairly and transparently, using unbiased criteria, and must provide advance notice of any major changes. Additionally, it should establish a procedure for businesses to address any concerns.
Fair Evaluation
Businesses informed the CMA that Google’s ranking procedures are not fair or transparent, with changes being implemented without adequate warning and no effective means for addressing concerns when these changes negatively impact them.
Will Hayter, the Executive Director for Digital Markets at the CMA, stated in the announcement:
The new measures will guarantee fair and unbiased ranking of search results, providing clearer details on modifications and effective ways to address any issues.
Google disagreed with the justification for the ranking mandate, stating that its ranking systems are impartial, clear, and display the most pertinent and top-quality results.
Data Portability refers to the ability to transfer data easily from one system or platform to another.
The second condition makes Google’s optional UK Data Portability API a mandatory requirement, which currently allows individuals to share their search data with third-party platforms.
Those services aim to create products based on the data but have faced challenges in obtaining consistent access, such as for customized shopping offers or cashback benefits. This regulation aligns UK users’ data rights with those of the EU as outlined in the Digital Markets Act.
Timeline and Supervision
Google must meet the fair ranking requirement within six months and implement data portability within three months. The CMA will ensure compliance by monitoring regular reports and may introduce additional measures.
How We Arrived at This Point
The conditions come after the CMA’s recent decision in early June, which granted websites increased authority to determine if their content is utilized for Google’s AI functions. Both fall within the UK’s digital markets competition framework established by the Digital Markets, Competition, and Consumers Act.
Google was given strategic market status in general search and search advertising last year, but this does not suggest that Google violated any competition laws.
Why This is Important
The fair ranking requirement addresses a persistent issue in search engines. UK companies depend on Google Search to connect with customers, but find the ranking system too uncertain for strategic planning. Implementing clear criteria, providing advance notice of major updates, and establishing a formal complaint procedure would offer businesses a structured way to voice their concerns.
The rule applies to natural search results, such as those in AI Overviews, but not paid results. This means that AI Overview ranking must comply with fairness and transparency standards similar to regular organic ranking.
The rule does not require Google to disclose its ranking algorithms publicly. Instead, it outlines responsibilities related to criteria, notification, and handling of complaints.
Looking to the future
The CMA is taking steps gradually, with a focus on Google’s search operations anticipated to increase during the summer. These rules are specific to the UK.
The current issue is how the requirement will be implemented and whether Google’s implementation will meet the CMA’s expectations.
The UK’s move contributes to the increased regulatory attention on Google Search in various regions such as the US and the EU.
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