UK regulator unveils new Google search rules in push for ‘fairer’ businesses deals

The Competition and Markets Authority formally presented two new conduct requirements for Google’s search services on Wednesday under its regulatory regime to secure a “fairer deal” for businesses, marking a major shift to improve general search rankings in the country. 

 The primary requirement forces Google to improve transparency and fairness in how search results are ranked.

Subsequently, the second requires companies to allow users to move their search data to alternative search engines and authorized third-party platforms to foster market competition.

UK businesses that focus heavily on Google search to reach customers informed the CMA that current ranking practices lack clarity. In line with the regulator, this ongoing opacity prevents these companies from confidently investing in and expanding their businesses.

In this regard, businesses noted that ranking changes occur without ample warning, leaving them without an effective way to flag concerns when algorithmic shifts disrupt their operations.

The company also mandates Google to establish an effective process for businesses to raise and resolve ranking concerns effectively. The CMA stated that the data mobility specification will support greater choice and innovation for consumers.

However, third-party firms seek to offer innovative products based on Google search data but need self-assurance to compete better. 

Google has a time frame of six months to fully implement both the fair ranking and data portability requirement. Furthermore, the CMA will actively monitor through reporting and continued consultation with industry stakeholders.