2026-06-17 14:03:26
Google has been ordered to improve the transparency and fairness of its search rankings under new measures introduced by the UK’s competition watchdog.
The Competition and Markets Authority (CMA) said the changes were designed to deliver a “fairer deal” for businesses and consumers who rely on Google’s search engine.
Google, which accounts for more than 90 per cent of online searches in the UK, has faced increasing scrutiny since being designated as having strategic market status by the regulator in October last year.
Under the latest conduct requirements, the CMA has instructed Google to introduce “fair ranking” practices for organic search results after businesses complained that the company’s systems lacked transparency.
According to the watchdog, firms said Google’s “current ranking practices are neither fair nor transparent”.
Businesses also argued that the company implemented changes to its algorithms “without sufficient notice” and offered limited opportunities to challenge decisions that negatively affected them.
The CMA said Google must now rank organic search results using objective and non-discriminatory criteria while providing greater clarity about how its systems operate.
A second requirement will make Google’s existing UK Data Portability Application Programming Interface legally binding.
The tool, which had previously been voluntary, enables users and businesses to share and transfer data more easily.
A Google spokesperson defended the company’s approach.
They said: “Our ranking systems are fair, transparent and show the most relevant, highest quality results.
“We are committed to protecting the integrity of our systems, and will work constructively with the CMA to ensure that we can uphold the high quality of Search for our users.”
Will Hayter, executive director for digital markets at the CMA, said: “Step by step, we’re ensuring that Google’s search services work better for businesses and consumers across the UK.
“Search is a vital gateway for businesses in the UK to reach customers, and clearer, predictable and more transparent ranking systems could give them greater scope to expand and invest.
“These new measures will ensure search results are ranked fairly and objectively, with clearer information about changes and effective routes to raise concerns.”
The announcement follows further CMA action earlier this month, which gave news publishers and website operators the ability to opt out of appearing in Google’s AI-generated search overviews.
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