The UK’s Competition and Markets Authority (CMA) has ordered Google to improve transparency around how its search rankings work, including results displayed through AI-powered search features such as AI Overviews. The new requirements, announced on 17 June, are designed to give businesses clearer insight into ranking systems and provide better ways to challenge ranking-related concerns.
The move forms part of the UK’s digital markets regime, which gives the CMA authority to impose conduct requirements on companies designated as having significant market power. Google accounts for more than 90% of UK search queries, according to the regulator.
At a Glance
- UK CMA announced new Google Search requirements on 17 June 2026.
- Google must improve transparency around search rankings.
- Ranking systems must use objective and non-discriminatory criteria.
- Businesses will receive clearer routes to challenge ranking decisions.
- Requirements apply to Google’s search services, including AI Overviews.
- Google has six months to implement ranking-related changes.
- The action follows separate CMA measures affecting publisher content in AI search.
What Has The CMA Ordered Google To Do?
The CMA has introduced a legally binding “fair ranking” conduct requirement that requires Google to use objective criteria when ranking organic search results. The regulator also wants greater transparency around ranking systems and clearer processes for businesses that believe they have been affected by search ranking changes.
Under the new rules, Google must provide more information about how rankings operate and create effective complaint mechanisms for businesses seeking answers about search visibility.
Why Does This Matter For Website Owners?
For many businesses, search visibility directly affects traffic, leads, sales and brand awareness.
The CMA said businesses have raised concerns that Google’s ranking systems can appear opaque and that significant ranking changes may occur without sufficient explanation. The regulator believes greater transparency could help companies make more informed investment and marketing decisions.
For SEO professionals, publishers and ecommerce businesses, the decision signals growing regulatory attention on how search rankings influence online competition.
Does The Order Include AI Overviews?
Yes.
The CMA’s requirements cover Google’s search services broadly, including AI-generated search experiences such as AI Overviews. The regulator said ranking systems should follow objective and non-discriminatory principles regardless of how results are presented to users.
This is particularly significant as AI-generated answers become a larger part of the search experience and increasingly influence how users discover information online.
Part Of A Bigger UK Push On AI Search
The ranking transparency requirements are the second major CMA action involving Google Search this month.
Earlier in June, the regulator ordered Google to give publishers greater control over how their content is used in AI-powered search features. Those measures require Google to allow publishers to opt out of AI-generated summaries while maintaining traditional search visibility and to provide clearer attribution and linking.
Together, the actions indicate that UK regulators are taking a more active role in shaping how AI search operates for businesses, publishers and consumers.
What Happens Next?
Google has six months to implement the fair ranking requirements and three months to comply with separate data portability obligations introduced by the CMA. The regulator has also indicated that additional measures could follow if further intervention is required.
For website owners, publishers and SEO professionals, the decision could mark the beginning of a more transparent search environment where businesses have clearer visibility into how rankings are determined and how concerns can be addressed.