The Independent Media Association has joined a coalition of publisher bodies in responding to the Competition and Markets Authority's consultation on a "choice screen" for Google search. The coalition argues that the current proposals leave too much in Google's hands.
The CMA is proposing that Google show users a screen letting them choose between search providers. It would appear on Chrome, on new Android devices and when people set up new browsers. It's one of the first conduct requirements imposed on Google since the company was given "strategic market status" under the Digital Markets, Competition and Consumers Act 2024.
Competition in search matters to a large proportion of our members. Some receive up to 90 per cent of their traffic from Google, which leaves them exposed to any change it makes. A more competitive market would give them other ways to reach readers. For that reason, we support a choice screen in principle. However, as drafted, its success would be measured by whether screens are shown rather than whether competition improves, and Google would decide which rivals are eligible to appear.
We're calling on the CMA to measure outcomes, including traffic to publishers. We also want the CMA, not Google, to have the final say on eligibility, and Google's AI Overviews held to the same standards as its rivals.
In our joint response, we call on the CMA to:
- Measure what matters. That means sustained use of rival search services, and traffic to independent publishers.
- Take key decisions out of Google's hands. Deadlines should be set by the CMA, rejected applicants should get reasons, and disputed decisions should go to the CMA.
- Hold Google to the same standard as its rivals. That includes how its own AI Overviews attribute and link to original sources.
- Report frequently. We are suggesting quarterly reporting for at least two years, with an independent audit and a commitment to change the remedy if it isn't working.
Read the full response below:
Open or download the document →