LONDON, Jan. 29, 2026 — The UK competition regulator has outlined draft rules that would change how Google handles publishers on its search engine, signaling one of the most detailed efforts so far to balance the relationship between a dominant digital platform and the businesses that rely on it. The proposals come under the country’s new digital market legislation, which gives regulators more authority over firms with strategic market status. Google’s search operations are expected to be among the first affected once the law is enacted.

The Competition and Markets Authority, or CMA, said the changes are intended to improve fairness and transparency for publishers whose content appears in Google Search. The draft rules focus on how content is indexed, ranked, and displayed, and they also introduce guidelines for data use and dispute resolution.

Draft Rules Under New Digital Law

The proposals form part of a broader UK push to regulate large technology companies with targeted conduct requirements rather than blanket restrictions. Firms designated as holding strategic market status would face obligations specific to markets where they have significant influence. Search is considered a key area, given Google’s dominant position in the UK.

Publishers would receive more information about changes that affect their visibility, particularly those that could influence website traffic or advertising revenue. The CMA said better notice and clearer explanations should allow publishers to respond more effectively. The regulator also highlighted the need for transparency around how publishers’ content may be used for data and system development.

Fair Treatment and Transparency for Publishers

The draft rules address concerns over how Google ranks its own services compared with independent publishers. Prominent placement of Google features has been cited as diverting attention and clicks away from other websites. The proposals aim to create fairer treatment and give publishers more insight into search operations.

Ranking and Presentation of Content: Under the proposed requirements, search results would need to be presented fairly, with safeguards against discriminatory treatment. Publishers would gain better visibility into how their content is evaluated, allowing them to anticipate changes to rankings and plan editorial and commercial strategies with more certainty. While the CMA acknowledged that full algorithm disclosure is not possible, high-level explanations of ranking factors would provide meaningful guidance without compromising search functionality.

Data Use and Publisher Rights: The proposals also focus on how publishers’ content is used for system development, analytics, or other purposes. The CMA said that rules should ensure transparency and give publishers choices about whether and how their content is used. This is intended to prevent unilateral decisions by the platform and allow content providers to understand and control the value derived from their work.

Dispute Resolution and Oversight

Stronger mechanisms for resolving disputes are another focus of the proposals. Currently, publishers have limited recourse when disagreements arise over rankings, content removal, or data use. The CMA said designated platforms should provide clear channels for complaints, along with timelines and explanations for decisions.

Escalation to independent oversight could be available if internal processes fail, offering an alternative to lengthy legal proceedings. Safeguards would also ensure that search results remain relevant and reliable while maintaining privacy and security standards.

Reactions and Next Steps

Google said it would engage constructively with the regulator and emphasized the value search provides in directing traffic to publishers. Some industry groups welcomed the proposals, noting that they address long-standing concerns about fairness and transparency.

The CMA has opened a consultation period to gather feedback from publishers, advertisers, and consumer groups. Responses will help shape the final requirements, which are expected to take effect in 2026 alongside the new legislation.

For publishers, the draft rules offer the potential for a more predictable and transparent relationship with the dominant gateway to online audiences. For Google, they signal a future where search operations in the UK will face closer oversight tailored to market influence, with potential lessons for regulators elsewhere.