Britain's competition watchdog introduced new rules Wednesday requiring Google to be fairer and more transparent in how it ranks search results, as part of moves tackling the technology giant's dominance.
The Competition and Markets Authority (CMA) designated Google with "strategic market status" last year, subjecting it to special requirements under new targeted measures focused on technology giants.
Under new requirements announced Wednesday, Google must rank results using "objective and non-discriminatory criteria" and give businesses more information about how rankings work.
The CMA also introduced a measure legally requiring Google to allow consumers to transfer their search data to third-party firms if they choose, to receive more personalized features.
"Search is a vital gateway for businesses in the UK to reach customers, and clearer, predictable and more transparent ranking systems could give them greater scope to expand and invest," said Will Hayter, CMA executive director for digital markets.
