Ofcom Proposes Radio Rules for Alexa, Siri and Google

Ofcom is consulting on how voice assistants should find and play UK radio stations, with proposals covering station recognition, playback routes, additional advertising and access charges. For listeners, the central aim is straightforward: asking for a particular station should reliably start that station.

The consultation opened on 14th September 2026, ahead of RadioToday’s report on 18th September. Responses close at 5pm on 9th November 2026. These are proposals for a code of practice supporting the Media Act 2024 framework, rather than a completed rollout of new smart speaker rules.

Why Ofcom is addressing radio on voice assistants

Radio listening increasingly depends on an internet connection. Ofcom says online listening now exceeds listening through analogue AM and FM, although that comparison does not include DAB within analogue radio.

A spoken request also introduces a decision between the listener and the broadcaster. The assistant must recognise the station and select a way to play it. The regulatory question is how to preserve dependable access as those services develop.

This matters beyond an occasional misunderstood station name. A broadcaster needs listeners to reach its output consistently, while listeners need confidence that the device has understood their choice.

Would Alexa, Siri and Google Assistant be covered?

Ofcom recommended Amazon Alexa, Google Assistant and Apple Siri for designation in its report published on 19th March 2026. Designation is the government’s decision: Ofcom’s recommendation alone does not formally bring a service into the regime. [2]

The government’s separate designation consultation ran from 15th July to 9th September 2026. It said the three services collectively accounted for approximately 95% of UK radio selection service users listening to internet radio streams. That is a share of those users, not of all UK radio listening.

The distinction between the two consultations matters. The government considers which services should be covered; Ofcom’s September consultation addresses how designated services could comply.

What about Alexa+ and Google Gemini?

The government’s designation proposals explicitly treat Alexa and Alexa+ as the same radio selection service. They also indicate that a Google Assistant upgrade to Google Gemini, and AI upgrades to Siri, would likely be assessed as updates to existing services.

That is a proposed approach, not a blanket ruling covering every AI product. The government says upgrades would be assessed against factors including continuity of the service and user experience.

Which UK radio stations would qualify?

The framework protects qualifying online streams of UK broadcast radio. The Act’s explanatory notes identify BBC services, Ofcom-licensed commercial and community stations, and qualifying restricted services with licences lasting at least 12 months. Protection depends on inclusion in Ofcom’s list.

It is therefore not an automatic carriage right for every online-only station, podcast or music playlist.

Broadcasters wanting protection would need to notify Ofcom. The statutory framework also requires an effective process for ensuring the internet service corresponds to the UK broadcast service. Inclusion should not be confused with simply appearing in an aggregator’s directory.

How would voice assistants find the right station?

The draft code recommends systems that can recognise incomplete or ambiguous station requests. Available context, including location and previous requests, could help distinguish similarly named services.

It also expects platforms to update station information. Newly listed services receive a one-month allowance under the proposed recommendation.

There are practical exceptions: a broken stream, unavailable server, incompatible device or missing user setup can prevent playback. The proposal does not promise that every spoken command will work regardless of technical circumstances.

Could stations choose Radioplayer, TuneIn or their own app?

Where several playback methods are available, the proposals would support a broadcaster’s preferred route, including its own application or an aggregator such as Radioplayer or TuneIn.

That choice would not override the listener’s preferences. The draft also allows an exception when the preferred method is not functioning.

For broadcasters, the practical value is greater control over how listeners reach their service. It would be misleading, however, to describe this as an unrestricted power to dictate every listener’s app or device settings.

Would the rules ban radio adverts?

They would not make commercial radio advert-free. The draft addresses extra material introduced by the voice assistant.

Pre-roll adverts require the radio provider’s agreement. Brief identification of the selected station or an intermediary used for playback remains permitted. User-authorised interruptions, such as alarms or calls, are also recognised.

Ofcom says its understanding is that voice assistant providers do not currently insert pre-roll adverts or interrupt live radio with advertising. The proposed protections therefore address potential future practices, as well as establishing expectations.

Listeners should not expect a station’s own advertising breaks to disappear.

Could platforms charge stations for access?

The charging prohibition covers compliance with the statutory access duties, including indirect payment through advertising inventory or user data.

It does not prohibit every commercial charge. Ofcom distinguishes separate services outside those duties and fees that third-party aggregators may charge stations. It also says it understands UK stations are not currently paying voice assistant providers for carriage. [6]

The significance is protection against future access charges, rather than a confirmed reduction in broadcasters’ existing bills.

Is Ofcom’s code voluntary?

Following the code is one route to compliance; the underlying statutory obligations are not optional once applicable. Providers can adopt other approaches, but these do not receive the same automatic treatment as compliant.

The framework also requires compliance statements and procedures for handling complaints from eligible radio providers.

When could the changes take effect?

Ofcom expects to publish its final code in spring 2027. It proposes allowing three months from finalisation of the code for implementation. The duties’ legal start depends on the government bringing the relevant provisions into force.

For now, broadcasters and other interested respondents can use the response form on Ofcom’s consultation page. The deadline is 5pm on 9th November 2026.