The UK’s competitions watchdog has introduced further conduct requirements on to Google to improve transparency and fairness.
The Competition and Markets Authority (CMA) has introduced two additional new conduct requirements for Google’s search services intended to give publishers a fairer deal.
The news comes following the CMA’s initial announcement earlier this month, which gave publishers new tools to control and prevent their content being used to power AI features in search, including Google’s AI Overviews.
The first requirement mandates the tech giant improve transparency and fairness in search rankings. Under this new rule, Google must:
- Rank organic search results using objective and non-discriminatory criteria (including in AI Overviews, but not sponsored results);
- Provide greater transparency to businesses about how rankings work and give advance notice of significant changes; and
- Introduce clear processes for businesses to raise concerns about how Google ranks results and have them addressed effectively.
For UK publishers, the competitions watchdog says this will give “businesses the trust and confidence they need to succeed, unlocking benefits for the economy and for UK customers”.
The second requirement is around data portability, which is aimed bringing greater choice for consumers. Under this conduct requirement, third-party firms can offer new products and services based on users Google search data. Using this data, third parties can offer more personalised features such as tailored travel suggestions or more relevant shopping deals and rewards.
This puts the voluntary process already in place through Google’s UK Data Portability Application Programming Interface on a legal footing, on par with the European Union’s Digital Markets Act.
Will Hayter, executive director for digital markets at the CMA, said: “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. At the same time, innovative businesses will have the confidence that they can access search data in practice, unlocking investment and innovation in new products and services for users.”
Google has six months to take action on the first requirement, and three months to implement the second. The CMA will monitor compliance through reports and by engaging with businesses and stakeholders.
