# UK watchdog pushes Google to offer search choices

> The CMA wants Android and Chrome users to pick their search engine yearly, and demands AI assistants get equal billing.
- Title: UK watchdog pushes Google to offer search choices · Engadget
- Summary: The CMA wants Android and Chrome users to pick their search engine yearly, and demands AI assistants get equal billing. The UK's Competition and Markets…
- Keywords: uk competition and markets authority, google, android, chrome, search engine choice, ai assistants, competition regulation, technology, watchdog, pushes, offer, search
- Source: Engadget — https://engadget.com/2266226/uk-competition-watchdog-wants-to-give-android-and-chrome-users-more-search-engine-choices
- Author: Steve Dent
- Published: 2026-09-23T11:21:42+00:00
- Read time: 1 min
- Topics: uk competition and markets authority, google, android, chrome, search engine choice, ai assistants, competition regulation, technology
## CMA targets Google's search dominance
The UK's Competition and Markets Authority is pushing Google to let Android and Chrome users choose their preferred search provider instead of defaulting to Google's own engine.
## Three main demands from the regulator
The CMA wants Google and smartphone makers to offer search choices on first use and yearly after. It also demands AI assistants get equal choice, and all search providers must credit publisher content clearly.
## Yearly reminders would be new
UK users already choose their search provider on Android and Chrome, but the CMA's proposal to add yearly reminders would be a new requirement forcing users to reconsider their choice annually.
## CMA chief explains the reasoning
Sarah Cardell, CMA's chief executive, said the proposal responds to AI assistants becoming search services themselves. Google's choice screens don't include them, so the rules must adapt to future competition.

> We've listened carefully to feedback and are responding quickly to the rise of AI assistants, which people are increasingly using as their search service, but aren't included on Google's choice screens.
## Earlier CMA rules already in place
The CMA imposed a rule on June third allowing publishers to opt out of AI results. On June seventeenth, it introduced fair Google search ranking and data portability requirements.
## Apple prepares for AI assistant rules
Apple has reportedly introduced private hooks into macOS twenty seven and iOS twenty seven that let apps replace Siri AI's server with third-party models like Claude, possibly anticipating new AI assistant regulations.
## Key takeaway

The UK's Competition and Markets Authority is requiring Google to let Android and Chrome users choose their search provider annually and give AI assistants equal prominence.