The Competition and Markets Authority ordered Google to provide greater transparency about how its search rankings are produced and to adopt objective criteria for organic results, clearer complaint routes and data portability for authorised third parties.
The CMA, which assigned Google strategic market status after finding the company handles more than 90% of UK search queries, said the measures are intended to secure a fairer deal for businesses and consumers.
"Step by step, we’re ensuring that Google’s search services work better for businesses and consumers across the UK," CMA Executive Director Will Hayter said.
A Google spokesperson said the company would work with the CMA, that it was committed to protecting the integrity of its systems and that its ranking systems were fair, transparent and show the most relevant, highest quality results.
The CMA gave Google six months to meet the fair-ranking requirement and three months to implement the data portability rule.
Britain's Professional Publishers Association warned the six-month timetable left too much time for Google to change systems before the rule fully applies, citing rapid shifts in how AI-driven search directs audiences to content.
The new rules build on requirements announced earlier this month that let publishers prevent their material being used to power Google's AI features, and the CMA said it may impose further measures if necessary.
