UK regulator proposes search and AI choice rules for Android and Chrome

The UK Competition and Markets Authority (CMA) has proposed new regulations aimed at increasing competition within the digital search market. The proposals would require Google to provide Android and Chrome users with a choice of search providers during initial device setup and once annually thereafter.

Significantly, the rules would allow qualifying AI assistants, such as ChatGPT or Perplexity, to appear on these choice screens alongside traditional search engines, provided they meet specific technical and security standards. The CMA aims to prevent dominant platforms from using default settings to exclude competitors.

Additionally, the proposals mandate that search providers fairly attribute content to publishers, ensuring users can access source material and identify the origins of search results. A consultation period is currently open until October 9, with a final decision expected from the regulator by the end of the year.