UK regulator proposes giving Android and Chrome users more control over search engines and AI assistants

The UK's Competition and Markets Authority (CMA) has proposed new rules to give users more choice over search engines and AI assistants on Android smartphones and the Chrome browser, where Google has the strongest control. The proposal, announced on September 23, builds on measures recommended at the beginning of 2026.

The plan includes three main recommendations. First, Google and Android phone makers would be required to show users a choice of search providers when they first use their device or open Chrome, with a repeat prompt every year. Second, users should be allowed to choose AI assistants, provided they meet certain technical and security requirements. Third, search providers would need to clearly attribute publisher content when displaying results, so users can easily see and access the original sources.

CMA chief executive Sarah Cardell said the way people search for information online is changing, with AI assistants increasingly used as search services but not included on Google's choice screens. The proposal aims to future-proof the options available to UK users.

UK users already have the ability to choose a search provider on Android and Chrome, so the proposal may largely codify existing practice, while the yearly reminder would be new. The CMA earlier imposed rules allowing publishers to opt out of AI results on June 3, and introduced fair ranking and data portability requirements on June 17.