For years, Google’s search engine has been the undisputed gateway to the internet for millions. But across the pond, the UK’s Competition and Markets Authority (CMA) is proposing a significant shake-up. The body aims to introduce greater regulation over Google’s search practices in the UK. This move, stemming from an antitrust investigation launched earlier this year, could fundamentally change how search results are presented and how businesses interact with the tech giant.
The UK has proposed new antitrust regulations against Google Search
The CMA is considering designating Google’s search services with what it calls “strategic market status” (SMS). This isn’t a judgment of wrongdoing but rather a mechanism to apply more scrutiny and foster a fairer competitive environment. The concerns driving this proposal are varied, touching on everything from the high costs of search advertising for businesses to a lack of transparency in how search results are ranked. There are also questions about Google’s vast access to website and historical search data. Also about the terms it offers to publishers for their content—especially as AI-generated summaries become more common.
If the CMA finalizes this SMS designation, it intends to implement “early priorities” for Google. There’s an initial target date set for October 13. These aren’t minor tweaks; they include potentially requiring users to see “choice screens” where they can easily pick different search providers. Businesses could also see new rules ensuring fairer ranking principles on Google search. This could—theoretically—offer a more level playing field for everyone. Publishers, too, might gain more transparency and control over how their content is used, particularly in search results and AI overviews. Google’s AI-powered summaries have been a major focus of controversy among publishers.
Finally, there’s a push for greater portability of consumer search data. This could encourage new innovations in the tech sector by making it easier for users to switch services.
Seeking fairer competition
Sarah Cardell, the chief executive of the CMA, has emphasized that these actions are all about empowering UK businesses and consumers with more choice and control. The goal is to unlock new opportunities for innovation across the UK’s vibrant tech landscape. It’s noteworthy that the SMS designation itself doesn’t imply Google has acted anti-competitively. However, it opens the door for a new era of oversight. Looking ahead, the CMA also has plans to tackle more complex issues related to search starting in early 2026. This signals a sustained effort to ensure fair competition in the digital realm, especially where dominant players like Google are concerned.
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