The UK Competition and Markets Authority (CMA) has taken initial steps to enhance competition in search services by proposing to designate Google with strategic market status under the new Digital Markets Competition Regime. This designation would allow the CMA to implement targeted measures to address specific operational aspects of Google’s search services in the UK.

The CMA plans to consult on this proposal, with a final decision expected in October. If Google is designated, the CMA will prioritize actions such as requiring choice screens for users to access different search providers, ensuring fair ranking principles for businesses, increasing transparency for publishers, and enabling data portability for consumers.

Google currently dominates the UK search market, accounting for over 90% of general search queries. This dominance raises concerns about the lack of competition, higher advertising costs, and limited transparency in search result rankings. The CMA's investigation has highlighted challenges faced by publishers in securing fair terms and the difficulties innovative businesses encounter in competing due to restricted access to consumer search data.

The CMA's new Digital Markets Competition Regime aims to foster innovation and growth while protecting consumers from unfair practices. The regime is designed to be flexible and targeted, allowing the CMA to create bespoke interventions that address specific issues in digital markets. The roadmap published by the CMA outlines early priority measures to promote competition and innovation, benefiting the UK economy.

In addition to immediate actions, the CMA is considering more complex issues related to Google's bargaining power over publishers and its treatment of rival search firms, with a longer-term review set to begin in 2026. The CMA is also monitoring the impact of generative AI on the search landscape, as Google integrates AI features into its products.

Sarah Cardell, Chief Executive of the CMA, emphasized the importance of Google in everyday life and for UK businesses, stating that while Google has provided significant benefits, there are opportunities to make the market more competitive and innovative. The CMA is inviting feedback on its proposed designation and roadmap, with a final decision expected by October 13.