The UK Competition and Markets Authority:
‘Steering’ — the ability for developers to engage with customers
about off‑platform options — is currently banned by Apple and
restricted by Google in the UK. Lifting these constraints would
allow developers to bypass mandatory fees set by platforms.The CMA’s consultation includes principles to ensure that the fees
Apple and Google charge for steering are fair and reasonable.
Using an evidence-based framework, the CMA would expect steering
fees to be lower than current app store charges, with savings
passed onto UK customers or invested back into the developers’
businesses to support future innovation.
Japan’s MSCA is a good model for this.
