UK CMA Forces Google to Disclose Ranking Criteria and Ensure Data Portability
GOOG•UK Competition and Markets Authority has mandated Google to disclose its organic search ranking criteria and notify businesses of significant algorithm changes, requiring objective and non-discriminatory processes. Google must also implement data portability for search histories to authorized third parties within three months and ranking transparency within six months.
1. Transparency Requirements Imposed
The CMA’s first conduct requirement compels Google to reveal how its organic search ranking algorithms operate, including AI-generated result criteria, and to use objective, non-discriminatory processes for all ranking changes. Businesses must receive advance notice of significant algorithm updates and gain access to clearer mechanisms for raising concerns over search result placements.
2. Data Portability for User Searches
Under the second requirement, Google must enable UK users to transfer their search history and related data to authorized third parties, such as rewards or personalized offer platforms. This measure aligns UK user rights with those under the EU’s Digital Markets Act and aims to spur innovation by granting third parties access to practical search data.
3. Compliance Deadlines and Oversight
Google has six months to meet the transparency requirement and three months to activate data portability features. The CMA will monitor compliance through regular reporting and engagement and reserves the right to introduce further measures or penalties if Google fails to meet these deadlines.
