The U.K.’s antitrust watchdog says Google could be forced to let British users choose whether to use rival search services, as it proposes using new digital regulations to boost competition.

The UK’s competition regulator is proposing to loosen Google’s control of its search engine in the first application of Britain’s tough new digital market rules. The Competition and Markets Authority said on Tuesday that Google could be required to implement new “fair ranking” measures in its search results and give publishers more control over how it uses their content,