The UK’s Competition and Markets Authority is evaluating a new market designation for Google, potentially requiring the provision of alternative search options, fair ranking principles, and enhanced publisher control over content utilization, under new digital markets competition regulations.
The Competition and Markets Authority (CMA) has initiated a consultation process to determine whether Google should be formally designated with “strategic market status.” This designation, as defined by the CMA, applies to entities possessing a “sufficiently powerful position” within their respective markets. Should Google receive this designation, it would be subject to a series of mandated measures aimed at fostering increased competition and user control within the digital search ecosystem.
Specific measures that could be imposed upon Google include the implementation of “choice screens.” These screens would enable users to select and transition between various search services, including potential integration with artificial intelligence assistants. Additionally, the designation would mandate adherence to “fair ranking principles” for search results, ensuring a more equitable presentation of information.
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Publishers would also gain “better controls” over how their content, initially collected for search purposes, is subsequently utilized within Google’s artificial intelligence services, such as AI Overviews and the Gemini AI Assistant. Furthermore, Google would be required to facilitate the transfer of user data, including search history, allowing individuals greater autonomy over their personal information.
Sarah Cardell, Chief Executive of the CMA, provided context for this consultation in a recent blog post. Cardell highlighted that businesses in the United Kingdom collectively spent in excess of £33,000 per individual advertiser on Google search advertisements during the previous year. Cardell further stated, “Google search accounts for more than 90% of all general search queries in the UK, with millions of people relying on it as a key gateway to the internet […].”
She asserted, “If competition was working well, we would expect these costs to be lower.” Cardell emphasized that “These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services — as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy.”
The CMA is actively soliciting opinions from relevant industry stakeholders regarding this proposed designation and the associated measures. A final decision on whether to apply the “strategic market status” designation to Google is scheduled to be made by October 13.
