The Competition and Markets Authority (CMA) published strengthened proposals on 23 September 2026 aimed at giving UK users of Google Android phones and Google Chrome more choice over their search service. The update reflects the growing use of services such as ChatGPT and Perplexity and feedback from publishers, search providers and consumer groups.

Under the proposals, Google would be required to offer Android and Chrome customers a choice of search services on first use, followed by an annual prompt to pick a default provider. AI assistants meeting relevant criteria, including technical and security requirements, could be included. Search providers on choice screens would also have to attribute publisher content clearly and accurately. CMA Chief Executive Sarah Cardell said the aim was to future-proof options as new services come to market.

The CMA invited views by 9 October 2026 and said it expected a final decision on the conduct requirement by the end of that year. It said Google was designated with strategic market status in general search and search advertising in October 2025, and that publisher controls were imposed on 3 June, with fair ranking and data portability requirements on 17 June.