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Google Proposes New Search Controls Amid UK Competition Scrutiny

By  |  March 18, 2026
Google Proposes New Search Controls Amid UK Competition Scrutiny

Google said on Wednesday it is developing new tools that would allow website publishers to opt out of its generative artificial intelligence features, as the company responds to concerns raised by Britain’s competition regulator over its dominance in online search, according to Reuters.

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    The move comes as the U.S. technology giant faces increased oversight from the UK’s Competition and Markets Authority (CMA), which in October designated Google as holding “strategic market status” in search services. This classification gives the regulator broader powers to step in and ensure fair competition across the sector, per Reuters.

    As part of its response, Google also proposed changes aimed at giving users more control over their default search engine. The company suggested introducing what it described as a “less intrusive” option within device settings, making it easier to switch providers without relying on repeated pop-up prompts that could frustrate users, according to Reuters.

    Google currently handles more than 90% of search queries in the UK, and it uses data collected through its web crawler to power a range of AI-driven features. These include AI-generated summaries in search results, known as AI Overviews, as well as standalone tools like its Gemini AI assistant, per Reuters.

    Read more: UK Watchdog Secures App Store Reforms From Apple and Google

    The CMA has been examining how such dominance could affect both consumers and businesses. In January, the regulator outlined potential measures to increase competition, including proposals that would allow publishers to exclude their content from being used in AI-generated summaries or for training AI systems, according to Reuters. It also emphasized the need for greater transparency in how search rankings are determined and called for easier ways for users to choose alternative search engines.

    These developments follow growing concerns from publishers, particularly news organizations, which have reported significant declines in website traffic as users increasingly rely on AI-generated summaries rather than clicking through to original sources, per Reuters.

    In its formal response submitted to the CMA, Google warned that some of the proposed rules could have “disproportionate and detrimental consequences” for users, publishers, and businesses, and could limit its “ability to innovate and invest in the UK,” according to Reuters.

    Despite its concerns, the company signaled a willingness to collaborate with regulators. Google said it would continue working constructively with the CMA to find practical solutions that support users, publishers, and businesses across the UK, per Reuters.

    Source: Reuters