The CMA's online search choice screen consultation - Which? response

Which? welcomes this further consultation on a search choice screen that builds on the initial consultation earlier in 2026. Overall, we are encouraged that the proposed design of the Conduct Requirement will be effective in improving the extent to which consumers engage with their choice of search provider without imposing overly burdensome requirements.

We support the proposed eligibility criteria that will result in a wide range of search services being available for selection, and are broadly comfortable with how these will be determined and displayed, although the proposed process comes with risks. We also support the core design elements, such as the pre-choice information screen and test-drive function - both features that the CMA’s new User Research supports. However, we are concerned about the proposed changes to the annual re-display mechanism and limitations on which Android devices will be shown the choice screen. 

Feedback on the proposed changes to the conduct requirement in this additional consultation, or areas that have not changed but we think should be reconsidered, are considered in our full response attached.