CMA Search Choice Screen Proposals: What UK Businesses Should Prepare For
The CMA wants Google to show search choice screens on Android and Chrome, including AI assistants. What the September 2026 proposals mean for UK businesses.
On 23 September 2026 the Competition and Markets Authority (CMA) proposed that Google offer UK Android and Chrome users a choice of search service, including AI assistants, with a yearly prompt. Nothing has changed yet; a final decision is due by the end of 2026. UK businesses should make sure they are visible beyond Google, in Bing and AI assistants.
This follows the CMA's designation of Google with strategic market status in UK search, which we covered in our CMA Google rules explainer.
Key takeaways
- On 23 September 2026 the CMA strengthened proposals requiring Google to show UK users a choice of search service on Android and Chrome.
- Users would see a choice screen at first setup or first use, then a yearly prompt, and AI assistants could appear if they meet technical and security criteria.
- Providers on the screens would have to attribute publisher content fairly so users can reach the source.
- Views closed on 9 October 2026 and the CMA expects a final decision by the end of 2026, so nothing has changed for users yet.
What happened
The CMA's announcement of 23 September 2026 sets out a proposed conduct requirement under which Google would have to:
| Proposal | What it would mean |
|---|---|
| Choice screens on Android and Chrome | Users pick a search service when first setting up an Android phone or first opening Chrome |
| Yearly prompt | Users are asked each year to confirm or change their default |
| AI assistants included | AI assistants can appear on the screens if they meet technical and security criteria |
| Fair attribution | Search providers on the screens must credit publisher content fairly, so users can reach source material |
The CMA invited views until 9 October 2026 and says it expects to make a final decision by the end of 2026. Sarah Cardell, the CMA's Chief Executive, said: "The way people search for information online is changing", adding that the CMA is "responding quickly to the rise of AI assistants".
Case documents are on the CMA's Google general search and search advertising services case page.
Proposal, not decision
It is worth being precise. These are proposals. Google's defaults on Android and Chrome have not changed because of this announcement, and the final requirement may differ. Some reports have described the choice screen in more detail, such as the number of slots, but those details should be treated as provisional until the CMA publishes its decision.
Who this affects in the UK
- Every business that relies on search for leads. If more people choose a different default, or an AI assistant, some discovery could shift away from Google.
- Publishers and content-led businesses. The attribution requirement aims to make sure AI and search providers on the screens send people back to the source.
- Local businesses. Assistants and alternative engines draw on different data sources, such as Bing Places and structured data, so incomplete listings outside Google matter more.
- Agencies, whose reporting is often Google-only.
For most small businesses this is not a reason to change strategy overnight. It is a reason to stop treating Google as the only place you need to be visible.
Practical checklist
- Set up Bing Webmaster Tools if you have not already. Its AI reports show how often Copilot cites your pages, as covered in our Bing AI reports post. Our Bing Webmaster Tools setup guide walks through the steps.
- Submit and check your XML sitemap. Test it with our free sitemap checker.
- Make sure AI crawlers can reach you if you want to appear in assistants. Check with our AI crawler checker and review your robots.txt.
- Add or fix structured data. Clear business details help any search or AI system understand you. Use our schema generator and read our local business schema guide.
- Claim listings beyond Google. Bing Places and Apple Business Connect are free.
- Write pages that answer real questions clearly. Assistants tend to cite concise, specific answers. Our guide to getting your business mentioned by ChatGPT covers the basics.
- Track referrals from other engines and assistants in your analytics, and tag campaigns consistently with our UTM builder.
- Watch for the CMA's final decision before the end of 2026.
Make It Flow's free tools for local services and digital marketing agencies cover most of these checks.
FAQ
Has Google already started showing search choice screens in the UK?
Not as a result of these proposals. The CMA published strengthened proposals on 23 September 2026, took views until 9 October and expects to decide by the end of 2026. Until a final conduct requirement is imposed and takes effect, Google's defaults on Android and Chrome stay as they are.
Would AI assistants like ChatGPT appear on the choice screens?
The CMA proposes that AI assistants could appear if they meet technical and security criteria. It has not named which services would qualify. The final eligibility rules will be set out in the CMA's decision.
What does fair attribution of publisher content mean?
Under the proposals, search providers on the choice screens would have to credit publisher content fairly, so users can reach the source material and see where results come from. For businesses that publish useful content, this aims to protect referral traffic from AI-style answers.
Should my small business stop focusing on Google?
No. Google remains dominant in UK search. The sensible response is to add, not switch: make sure you are indexed in Bing, have accurate listings on other platforms and allow the crawlers you want, so you are covered if user choices shift.
When will the CMA make a final decision?
The CMA says it expects to make a final decision on this conduct requirement by the end of 2026. Separate requirements on fair ranking and publisher controls were imposed earlier in 2026 and are covered in our CMA explainer.
Sources
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