Mozilla urges UK regulator to add browser choice screens alongside search choice mandates

The UK CMA published updated plans on September 23 requiring Google to show search choice screens on new Android devices and in Chrome across platforms. Mozilla supports the search choice proposals but argues they solve only half the problem, since most users never actively chose their preinstalled default browser. Citing its own 2023 experiment showing 98% user demand for browser choice screens and EU Digital Markets Act results, Mozilla wants the CMA to consult on browser choice now so both screens launch together. The EU and Japan already present both choices during device setup.

What Mozilla wants from the CMA's consultation

• The CMA's September 23 plans require search choice screens on new Android devices covering the default search app, home-screen search widget, and Chrome
• Search choice would also reach existing Chrome users through a major update
• AI assistants may qualify for the search choice screen if they can search the web and attribute sources
• Mozilla's 2023 experiment found properly designed browser choice screens yield retention five times higher than organic downloads
• Firefox is currently selected through EU DMA choice screens once every ten seconds
• Mozilla recommends browser choice screen first, then search choice, since browsers carry their own search defaults

Why it matters

If adopted, browser choice screens in the UK would create another significant market opportunity for independent browsers like Firefox, following demonstrated DMA growth in the EU. The precedent also strengthens the global case for platform neutrality in mobile software markets.