Panda SecurityGoogle may soon be forced to make significant changes to its search engine in the UK, following regulatory action by the UK’s Competition and Markets Authority (CMA). This crackdown aims to increase competition and consumer choice, targeting Google’s long-standing dominance in online search and advertising.
How the UK watchdog could reshape Google Search?
The CMA has designated Google with “Strategic Market Status” (SMS) under new powers granted by the UK’s Digital Markets, Competition and Consumers Act. Google currently accounts for over 90% of UK search traffic, raising concerns over the US-based company. The CMA is concerned that Google’s dominance limits competition and may harm both consumers and businesses.
Using the Strategic Market Status designation, the CMA can force Google to open its platform to new competitors and introduce measures intended to ensure a fairer market for users and publishers.
Key takeaways
- Google’s search market dominance will face new regulatory interventions in the UK.
- Users may see choice screens offering alternative search engines.
- Search results ranking may need to be more transparent and fair.
- Publishers could gain greater control over how their content appears in AI summaries.
- The CMA will roll out changes over several months, with ongoing consultation.
Why is Google under increased scrutiny in the UK?
The CMA’s action comes after an investigation revealed that Google’s powerful market position acts as a barrier to competition. In 2024 alone, over 200,000 UK businesses spent more than £10 billion on Google search advertising, emphasizing the platform’s economic influence.
The CMA argues that this dominance can inflate ad costs, suppress innovation and hurt UK publishers.
What changes could Google be forced to make?
1. Choice screens for search
One proposed change is to require ‘choice screens’ where Google prompts users to select their default search engine, increasing visibility for competitors. This measure echoes interventions seen in other sectors, aiming to make it easier for consumers to switch away from Google’s services – and to make them aware they even exist.
Get started now – check out our guide to The 10 Best Search Engines For Privacy.
2. Fairer search rankings
Google may be required to adopt “fair ranking principles,” which would, moreover, provide both users and businesses with more transparency about how search results are organized. This would prevent Google showing preference for their own products or services, creating a more level playing field.
3. Control over use of publisher content
As Google’s use of AI expands, publishers have raised concerns over their content appearing in search AI-generated summaries without adequate control or compensation. The CMA may force Google to obtain explicit consent for using publisher content in features like AI Overviews, ensuring that publishers retain full control over exposure and revenue
4. Data portability and complaint mechanisms
Other possibilities include easier data transfer for users switching between search engines, and new channels for businesses to lodge complaints if they feel unfairly treated by Google’s ranking system.
Expert opinions and industry impact
Regulators and consumer advocates view the SMS designation as a vital step toward boosting competition. As Rocio Concha of UK consumer group Which? noted, the move targets Google’s “harmful dominance” and supports the development of new tools and innovations in search, particularly as AI integration accelerates. Google, meanwhile, warns that excessive regulation could delay innovation and potentially increase costs for consumers.
Conclusion
The CMA’s intervention signals a major shift for digital market regulation in the UK. The CMA is still seeking public consultation about which measures to take. But Google may have to overhaul how its search engine operates, affecting both users and online businesses. The outcome of these efforts could impact the way Google operates in digital markets worldwide.
