CMA reopens its Google choice-screen plan on 23 Sep

On 23 September 2026 the UK Competition and Markets Authority (CMA) published strengthened proposals for Google's search choice screens. The proposals cover Android phones and the Chrome browser in the UK. They would allow AI assistants on the screens when those services meet the eligibility criteria.

The detail sits in the consultation document on the User Choice conduct requirement. The CMA designated Google with strategic market status in general search on 10 October 2025. It first consulted on this requirement on 28 January 2026. The new document revises that proposal.

Sarah Cardell is the CMA's chief executive. She said the CMA is "responding quickly to the rise of AI assistants". She said people increasingly use these assistants as their search service, and Google's choice screens leave them out.

Responses are due by 5pm UK time on 9 October 2026. That is midnight SGT at the start of 10 October. The CMA expects a final decision by the end of the year.

Google must run the screens and pick eligible providers

The requirement would bind Google. Google would show the screens, run the approval process and build the settings and APIs.

AI assistant vendors and search providers would apply to Google for a place on the screens. The press release names ChatGPT and Perplexity as examples of new services that people use for search.

Android device makers are affected where they pre-install Google Search, the search widget or Chrome with Google as the default. Publishers would gain from an attribution duty on every listed provider.

Three criteria, 12 slots and a one-week test drive

The CMA says an AI component or interface gives no reason to exclude a service. It says AI assistants "could in theory be able to be listed" if they meet the criteria. The CMA also rejects the argument that Gemini's exclusion from Google's designation should bar AI assistants.

An eligible provider must meet three criteria:

  • It adequately addresses the full range of general search use cases, including by searching the web.
  • It provides a functioning search experience on the relevant access points.
  • A significant proportion of its UK users consider it a general search service.

The interpretative notes add three practical tests. A provider can use a syndicated index, but it must search the web and give up-to-date answers. Its generative AI answers must attribute web content "clearly, accurately" and link users to it. It must meet minimum security requirements that Google will specify.

The draft also sets the screen mechanics:

  • Unskippable screens appear on first setup of new Android devices and new Chrome installs.
  • Existing Chrome users get an unskippable screen with the first major update after the rules take effect.
  • A skippable, visually limited prompt follows at least once a year. Google can skip it for users who chose a provider in the previous six months.
  • Each screen lists up to 12 providers in random order. With more than 12, it shows the five most popular and seven picked at random.
  • Users can "test-drive" a provider. The CMA says the trial should last at least a week.

Google would approve providers every six months. It would decide within two months of opening each application window. It would send the CMA detailed reasons for every rejection.

No provider list and no firm start date

The document names no eligible provider. Google would apply the criteria, and the CMA would review its reasons for each rejection.

The security bar remains unsettled. Google would write the minimum security requirements, and the document gives no draft of them.

The start date depends on the final decision. The CMA proposes that most of the rules take effect within six months of imposition. The approval process would start one month after imposition.

Assistant vendors should comment before 9 October

  1. AI assistant vendors that want a UK Android or Chrome listing should read the three criteria now. Comment on the security and attribution tests before the deadline.
  2. Prepare evidence that UK users treat your service as a search service. The CMA accepts attitudinal or behavioural evidence.
  3. Check your attribution design. Every generative answer on a listed service would need clear source links.
  4. Publishers should review the attribution notes and file comments if the wording falls short.
  5. Send responses to searchsms@cma.gov.uk or through the consultation portal by 5pm UK time on 9 October.