United Kingdom, June 24 -- Google may be required to offer rival search options and impose new conduct rules under fresh digital market regulations from the UK's Competition and Markets Authority (CMA).

The organisation has proposed granting Google "strategic market status" under the Digital Markets, Competition and Consumers Act.

This would allow the regulator to mandate changes - including "choice screens" on Chrome and Android to let users select alternative search engines - and set rules around fair result rankings, data portability, and publisher controls.

Google holds over 90 per cent of UK search queries, and the CMA argues its dominance limits choice, raises advertising costs, and stifles innovation

In a statement, CMA chief S...