UK Regulator Proposes New Rules to Curb Google's Search Dominance

UK looking to loosen Google's control of its search engine

The UK's competition regulator is proposing to loosen Google's control of its search engine in the first application of Britain's tough new digital market rules. The Competition and Markets Authority said on Tuesday that Google could be required to implement new "fair ranking" measures in its search results and give publishers more control over how it uses their content, including in output generated by artificial intelligence. The CMA said it was minded to hand Google "strategic market status" -- a label introduced under new digital market laws this year -- in light of its dominant position in search and search advertising, which would require the tech giant to abide by a number of such conduct rules. A final decision will be made by October following a public consultation. The Big Tech giant became the first company to be targeted under strict new UK digital laws that require businesses with an outsized impact in certain digital markets to be granted the SMS label and subjected to specific rules. The CMA's investigation, which was opened in January, examined whether Google's position in search and advertising was "delivering good outcomes" for consumers and businesses in the UK. "Google is the world's leading search tool and plays an important role in all our lives, with the average person in the UK making five to 10 searches a day," said Sarah Cardell, the CMA's chief executive. "Our investigation so far suggests there are ways to make these markets more open, competitive and innovative." Other conduct rules that the CMA is considering include requirements in how it ranks its search results and for Google's distribution partners such as Apple to offer "choice screens" to help consumers switch more easily between search providers. The CMA said Alphabet-owned Google's dominance made the cost of search advertising "higher than would be expected" in a more competitive market. Google on Tuesday slammed the proposals as "broad and unfocused" and said they could threaten the UK's access to its latest products and services. Oliver Bethell, Google's senior director for competition, warned that "punitive regulations" could change how quickly Google launches new products in the UK. "Proportionate, evidence-based regulation will be essential to preventing the CMA's road map from becoming a roadblock to growth in the UK," he added. Bethell's warning of the potential impact of any regulations on the wider UK economy comes after the government explicitly mandated the CMA to focus on supporting growth and investment while minimising uncertainty for businesses. Google said last year that it planned to invest $1 billion in a huge new data centre just outside London. The CMA's probe comes after Google lost a pair of historic US antitrust cases over its dominance of search and its lucrative advertising business. © 2025 The Financial Times Ltd. All rights reserved Not to be redistributed, copied, or modified in any way.

UK may require Google to give users alternative search options and rank its results 'more fairly' | TechCrunch

The U.K.'s competition regulator said on Tuesday it is considering a new market designation for Google that would require the search giant to provide alternative search options to users, rank search results "more fairly," and offer greater control to publishers over how their content is used in search and AI Overviews. Under the new Digital Markets Competition Regime that went into force earlier this year, the U.K.'s Competition and Markets Authority (CMA) said it is launching a consultation on whether to designate Google with "strategic market status." Under that designation, which the CMA says is applicable to companies with a "sufficiently powerful position" in their market, Google would be forced to adhere to a slew of measures, including: choice screens to let users decide and switch between search services (potentially including AI Assistants); fair ranking principles for search results; better controls for publishers in how their content -- collected for search -- is used in Google's AI services (including AI Overviews and Gemini AI Assistant); and ensuring people can transfer their data, such as their search history. In a blog post about the consultation and proposed designation, CMA chief executive Sarah Cardell noted that U.K. businesses spent more than £33,000 per advertiser on Google search ads last year. "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 [...] If competition was working well, we would expect these costs to be lower," wrote Cardell. "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," Cardell said in a separate statement. The CMA is currently collecting opinions on this designation and the proposed measures from industry stakeholders, and will make a decision on the designation by October 13. Google did not immediately return a request for comment.

Google Faces UK Pressure Over AI Search Summary, Advertising

Alphabet Inc.'s Google will face the UK's antitrust watchdog's push for more fairness and transparency in its online search and advertising business, including in AI-generated search responses, in a move that could make it the first company to face action under tougher UK digital rules. The Competition and Markets Authority proposed to designate Google with so-called strategic market status, flagging concerns over fairness in it search results, high advertising cost and how content is used in AI-generated search responses, the watchdog said a statement on Tuesday.

UK watchdog floats market power rules for Google

CMA roadmap outlines potential restrictions on how ad slinger operates in the country Google is one step closer to strategic market status (SMS) designation in the UK following a proposal from the Competition and Markets Authority (CMA) regarding search and advertising. An SMS designation would allow the CMA to introduce targeted measures to "address specific aspects of how Google operates search services in the UK." The watchdog has published a roadmap of potential actions that includes search choice screens to allow users to select alternative providers, implementing portability of consumer search data, and ensuring "fair ranking principles for businesses appearing on Google search." Another potential CMA action is to require "more transparency and control for publishers whose content appears in search results." The announcement is not good news for Google, and comes after the CMA began probing the megacorp's search and ads empire in January. A spokesperson for the company told The Register that "the positive impact of Google Search on the UK is undeniable." "This announcement presents clear challenges to critical areas of our business in the UK," they added. "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided." The spokesperson also noted, correctly, that "strategic market status" does not imply anti-competitive behavior has taken place. However, today's proposal does hint at what might be coming later in the year. Sarah Cardell, chief executive of the CMA, recognized Google's position as a leading search engine provider and the importance of the service in the lives of UK citizens. "Google search has delivered tremendous benefits," Cardell said, "but our investigation so far suggests there are ways to make these markets more open, competitive, and innovative." The CMA also plans to consider a second category of actions to address issues such as the impact of Google's bargaining position on publishers, its treatment of rival specialized search firms, and concerns about transparency and control in relation to search advertising. In more positive news for Google, the CMA stated that while its proposed SMS designation would include AI-based search features, Google's Gemini AI Assistant is currently excluded. With an eye on the growth in consumer use of generative AI assistants, the CMA said: "This position will be kept under review as usage evolves." Owen Meredith, chief executive of the News Media Association, commented: "We are pleased that the Competition and Markets Authority is proposing to designate Google search as having strategic market status and, in particular, the regulator's clear acknowledgment of the difficulties publishers are facing in controlling how their content is used in AI overviews. Decisive and robust action from the CMA to tackle the abusive dominance of the tech platforms cannot come soon enough." SMS as a designation came into being with the UK's digital markets competition regime in January 2025. To be deemed of strategic significance, a business must have a global turnover of £25 billion or generate £1 billion in the UK. Designated organizations can have restrictions placed on their activities to curb market dominance, and Google was the first to come under the CMA's scrutiny. The CMA previously accused Google of abusing its advertising dominance in 2024. The company has also faced multiple lawsuits in the US over alleged monopolization of online search and threats to force it to divest itself of the Chrome browser by the US Department of Justice's antitrust division. Google also managed to dodge a €1.5 billion ads antitrust fine from the European Commission after an appeal ruled in the company's favor. However, it paid a €2.42 billion fine levied against it in 2017 for abusing its search dominance. The CMA said: "A final decision on SMS designation will be made by the deadline of October 13. " ®

UK regulator proposes to loosen Google's control of its search engine

The UK's competition regulator is proposing to loosen Google's control of its search engine and hand more power back to publishers, in the first application of Britain's tough new digital market rules. The Competition and Markets Authority said on Tuesday that Google could be required to implement new "fair ranking" measures in its search results and give publishers more control over how it uses their content, including in output generated by artificial intelligence. The CMA said it was minded to hand Google "strategic market status" -- a label introduced under new digital market laws this year -- in light of its dominant position in search and search advertising, which would require the tech giant to abide by a number of such conduct rules. A final decision will be made by October following a public consultation. Google on Tuesday slammed the proposals as "broad and unfocused" and said they could threaten the UK's access to its latest products and services. The Big Tech giant became the first company to be targeted under strict new UK digital laws that require businesses with an outsized impact in certain digital markets to be granted the SMS label and subjected to specific rules. The CMA's investigation, which was opened in January, has been looking at whether Google's position in search and advertising is "delivering good outcomes" for people and businesses in the UK. On Tuesday, the CMA said Alphabet-owned Google's dominance made the cost of search advertising "higher than would be expected" in a more competitive market. "Google is the world's leading search tool and plays an important role in all our lives, with the average person in the UK making 5 to 10 searches a day," said Sarah Cardell, the CMA's chief executive. "Our investigation so far suggests there are ways to make these markets more open, competitive and innovative." Other conduct rules that the CMA is considering include: requirements in how it ranks its search results and for Google's distribution partners, who include Apple, to offer "choice screens" to consumers to help people more easily switch between search providers instead of offering the world's most used search engine by default. Google's senior director for competition, Oliver Bethell, said: "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided." He added that "punitive regulations" could change how quickly Google launches new products in the UK. "Proportionate, evidence-based regulation will be essential to preventing the CMA's roadmap from becoming a roadblock to growth in the UK."

UK politics blunts antitrust action against Google

LONDON, June 25 (Reuters) - Britain's competition regulator has finally come up with a plan to control Google's huge search business, but a shift in the political wind in favour of big tech and the money it invests makes it more of a bark than a bite. The Competition and Markets Authority spent years setting up a regime to intervene in the operations of tech giants such as Google, Apple and Amazon, saying it needed special expertise and powers to drive competition in the digital economy. But just as it received new powers, Britain's Labour government said its need to grow the economy meant tough regulation was now out. The CMA, chaired by a former Amazon executive, has touted a targeted approach as the way to meet its goal of reining in big tech without throttling investment from an industry that has spent tens of billions of pounds in Britain. On Tuesday, it proposed designating Google (GOOGL.O), opens new tab as having "strategic market status" in search, giving it the power to impose conditions on the U.S. tech firm such as changing the way it ranks search results or offering users more choice. Competition experts said the designation was no surprise, coming long after similar moves in the United States and the European Union. "Everyone has been at the search rodeo for years, there are EC (European Commission) decisions, U.S. judgements," Cristina Caffarra, a competition economist, said. "What the CMA is doing is purely performative." Nonetheless, the CMA's first designation is being closely watched by tech groups, lawyers, and business owners to see how it operates in the new political climate. In announcing its proposals, CMA Chief Executive Sarah Cardell was careful to stress its "targeted and proportionate actions" to regulate a sector innovating at breakneck speed via artificial intelligence, and mindful of the political pressure. Lawyer Ronan Scanlan, a partner at Steptoe International and former deputy director at the CMA, said Britain's Digital Markets, Competition and Consumers Act gave the CMA broad powers, but in practice it didn't have the political capital to make grand interventions. "The DMCC Act, which was billed as this revolutionary new tool that the CMA could wield, has arrived three years too late and is becoming a bit of an albatross around its neck," he said. "It's up against huge players like Google, Apple, Amazon, with a lot of political connections, and now - in a new political reality - somehow has to try to extricate itself with the minimum amount of damage." The CMA's delicate balancing act is made harder by U.S. President Donald Trump's muscular defence of U.S. business interests, and Scanlan said the regulator would want to see what would happen with Google there. TOUGHER PROPOSALS Some of the measures the CMA is proposing, such as choice screens for consumers to easily opt for alternative search engines, have been around for decades. Others, such as changing the ranking of results to limit Google favouring its own services, could have more impact if they are confirmed in the CMA's final decision in October. Tom Smith, a competition lawyer at Geradin Partners and a former CMA legal director, said there was a question mark over political support for some of the regulator's tougher proposals, but thought it was trying to stick to its guns. "Given the new context, it's still implementing the regime properly," he said, adding that the U.S. Department of Justice had proposed measures that could lead to a breakup of Google, particularly in its search and advertising businesses. "The idea that the CMA is going too far by putting in a choice screen, it's quite ludicrous." Despite that, Alphabet-owned Google warned it may not bring new features and services to Britain if the regulator goes ahead with the proposals, and said "proportionate, evidence-based regulation" was needed if Britain was to grow its economy. Google, which employs around 7,000 people in Britain, accounts for more than 90% of all general search queries in the country, with more than 200,000 businesses relying on its search advertising to reach their customers. But according to submissions to the CMA from the likes of flights and hotel website Skyscanner and the recommendation platform Checkatrade, that dominance may have enabled it to favour its own services over their offerings, and they want regulatory intervention. Silicon Valley has been wary of the CMA since 2023, when it blocked Microsoft's $69 billion acquisition of the "Call of Duty" maker Activision-Blizzard. Having sparked fury from the U.S. companies, it then tore up its own rule book to approve the case after Microsoft made some changes. Its second investigation under its new powers is examining mobile operating systems, targeting Google and Apple. Previous CMA investigations had pointed to Amazon as the subject of the third strategic market status investigation that was due to be announced this summer. On Tuesday, however, the CMA pushed the third case back to next year. Writing by Paul Sandle. Additional reporting by Sarah Young. Editing by Kate Holton and Mark Potter Our Standards: The Thomson Reuters Trust Principles., opens new tab Suggested Topics:Boards, Policy & RegulationAntitrustRegulatory OversightCorporate Counsel

UK antitrust watchdog says Google may have to offer rival search options

LONDON (AP) -- Google could be forced to let British users choose whether to use rival search services, the country's antitrust watchdog said Tuesday as it proposed using new digital regulations to boost competition. The Competition and Markets Authority said its "priority measures" include requiring Google to present users with "choice screens" when they use key products like the Chrome browser and Android mobile operating system. The choice screens would let users "easily select and switch between search services," which could potentially include AI assistants, it said. The watchdog is seeking to give Google a " strategic market status " label under the new U.K. digital rules. That would give it the power to use "targeted measures" to impose changes to "specific aspects" of its search operations in the U.K. The CMA's move "could have significant implications for businesses and consumers in the UK," Google said. Oliver Bethell, Google's senior director of competition, noted in a prepared statement that CMA reiterated that 'strategic market status' doesn't imply that anti-competitive behavior has taken place, "yet this announcement presents clear challenges to critical areas of our business in the U.K.," The watchdog has until Oct. 13 to decide on whether to give Google the label. It has drawn up three other initial priority measures that it would carry out if it goes ahead. Google would have to make its search results ranking and presentation fair and non-discriminatory, and give businesses an effective way to complain if they've been treated unfairly. Publishers should be given choice and transparency about how their content collected by Google is used for AI services, such as AI-generated overviews that have been appearing at the top of search results. The CMA also wants to ensure people can easily transfer their data, such as their Google search history, to other businesses, which the CMA said could foster innovative new products and services.

UK proposes greater regulation for Google's search practices

The UK might introduce new regulations for Google. The country's Competition and Markets Authority (CMA) has proposed designating the company's search services with "strategic market status" (SMS). In doing so, the regulatory body could direct Google to create fairer business rankings on search, for instance. The CMA launched an antitrust investigation into Google Search in January -- its first probe under the UK's Digital Markets, Competition and Consumers (DMCC) Act. Concerns include search advertising costing more than in a competitive market, minimal transparency on ranking search results and Google's vast access to websites and historical searches. There's also the issue of publishers getting fair terms and control over their content's use in search and AI-generated summaries. "Google search has delivered tremendous benefits -- but our investigation so far suggests there are ways to make these markets more open, competitive and innovative." Sarah Cardell, Chief Executive of the CMA, said in a statement. A final decision on Google's SMS designation will come by October 13. It would also apply to AI-based search features, but not Gemini AI Assistant -- though the CMA states this is subject to change. If the labeling goes ahead then the CMA will likely enact "early priorities" like the following: These points stand as a roadmap for how CMA plans to handle any initial designation period for an SMS. "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," Cardell stated. The CMA aims to provide additional actions to tackle more complex issues beginning in early 2026. The SMS designation doesn't imply Google has engaged in anti-competitive actions. Parties interested in Google's status can provide their views on the proposal directly to the CMA.

UK antitrust watchdog says Google may have to offer rival search options

Google could be forced to let British users choose whether to use rival search services, the country's antitrust watchdog said Tuesday as it proposed using new digital regulations to boost competition. The Competition and Markets Authority said its "priority measures" include requiring Google to present users with "choice screens" when they use key products like the Chrome browser and Android mobile operating system. The choice screens would let users "easily select and switch between search services," which could potentially include AI assistants, it said. The watchdog is seeking to give Google a " strategic market status " label under the new U.K. digital rules. That would give it the power to use "targeted measures" to impose changes to "specific aspects" of its search operations in the U.K. The CMA's move "could have significant implications for businesses and consumers in the UK," Google said. Oliver Bethell, Google's senior director of competition, noted in a prepared statement that CMA reiterated that 'strategic market status' doesn't imply that anti-competitive behavior has taken place, "yet this announcement presents clear challenges to critical areas of our business in the U.K.," The watchdog has until Oct. 13 to decide on whether to give Google the label. It has drawn up three other initial priority measures that it would carry out if it goes ahead. Google would have to make its search results ranking and presentation fair and non-discriminatory, and give businesses an effective way to complain if they've been treated unfairly. Publishers should be given choice and transparency about how their content collected by Google is used for AI services, such as AI-generated overviews that have been appearing at the top of search results. The CMA also wants to ensure people can easily transfer their data, such as their Google search history, to other businesses, which the CMA said could foster innovative new products and services. © 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

Google fights monopoly inquiry with attack on UK 'roadblock to growth'

Google has attacked Britain's competition watchdog after it unveiled a sweeping crackdown on the tech giant's search engine. The Competition and Markets Authority (CMA) on Tuesday concluded that Google's search division was too dominant, labelling it as having "strategic market status". It prompted a swift response from the Silicon Valley giant, which warned that "punitive regulations" could delay the launch of its latest innovations in Britain and said the CMA's approach risked becoming a "roadblock to growth in the UK". The CMA proposed a series of measures aimed at loosening Google's hold over the internet. These included providing extra choice for users between search products and clear attribution for publishers when their content is used to generate answers using artificial intelligence (AI). It also said it would consider whether news publishers should be paid for how their content is used by Google, although it delayed this decision to next year. Oliver Bethell, the senior director of competition at Google, said: "The UK has historically benefitted from early access to our latest innovations, but punitive regulations could change that. "Proportionate, evidence-based regulation will be essential to preventing the CMA's roadmap from becoming a roadblock to growth in the UK."

UK aims to tackle Google dominance of online search

Britain's competition watchdog on Tuesday proposed measures aimed at tackling Google's dominance in online search, with the US tech giant warning that "punitive regulations" could impact UK economic growth. The Competition and Markets Authority (CMA) said it proposes to designate Google with "strategic market status," subjecting it to special requirements under new UK regulations. A similar tech competition law from the European Union, the Digital Markets Act, carries the potential for hefty financial penalties. Britain's CMA in January launched an investigation into Google's dominant position in the search engine market and its impacts on consumers and businesses. It followed the 2025 implementation of Britain's Digital Markets Competition Regime, which the regulator on Tuesday said "can help unlock opportunities for innovation and growth." Google's spokesman on competition, Oliver Bethell, warned that the CMA update, preceding a final outcome due in October, "could have significant implications for businesses and consumers in the UK." "The positive impact of Google Search on the UK is undeniable. Our tools and services contribute billions of pounds (dollars) a year to the UK," he added in a statement. While noting that "Google Search has delivered tremendous benefits," CMA chief executive Sarah Cardell said "there are ways to make these markets more open, competitive and innovative." The regulator said that it plans to consult on potential changes, including "ensuring people can easily choose and switch between search services -- including potentially AI assistants -- by making default choice screens a legal requirement." Another proposal is for "ensuring Google's ranking and presentation of search results is fair and non-discriminatory." Bethell expressed concern that "the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided." The CMA noted that "Google Search accounts for more than 90% of online inquiries in the UK." It added that more than 200,000 businesses in the UK rely on Google search advertising to reach customers.

British regulator takes aim at Google's dominance with 'targeted measures to address specific aspects of how Google operates'

These include measures for data transparency around AI and 'fair ranking principles'. Google has had a weird couple of years. In the US, it is being pushed to divest the Chrome browser and to break up its ad-tech platform. In the UK, things aren't going that much better, as the Competition and Markets Authority (CMA) is looking to introduce "targeted measures to address specific aspects of how Google operates". As spotted by the BBC, the CMA recently published its findings, following its initial investigation into Google this January. Noting that "Google search accounts for more than 90% of all general search queries in the UK", the report pays particular attention to the 200,000 businesses in the UK reliant on said search. The CMA claims its report is interested in promoting growth and competition whilst also "protecting UK consumers and businesses from unfair or harmful practices". It is an attempt to designate Google with Strategic Market Status (SMS) An SMS, as described by Will Hayter, the Executive Director for Digital Markets, is a "possible designation that can be attached to a particular company when it has substantial and entrenched power and a position of strategic significance in respect of a digital activity in the UK." As a result, the UK government can step in to make changes to how it operates to facilitate competition among partners. The central arguments made by the CMA are a push to require "choice screens to help people easily select and switch between search services", alongside transparency around the ranking of search results. It also argues for companies to have recourse if they believe they are being unfairly ranked in Google search. As well as these measures, the proposal argues that digital publishers should have greater transparency over how tools like Google's AI services (AI assistant and AI overview) pull their data, how it's attributed, and more. Fundamentally, these changes, if implemented, will significantly impact how Google functions in the UK. Sarah Cardell, the Chief Executive of the CMA, says, "These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google's search services". The CMA has published its current findings whilst encouraging "views on its proposed designation decision and accompanying roadmap". It will make a final decision on SMS designation by its deadline on October 13. It also claims, through its investigation, that "Google may not consistently provide fair search ranking and is able to rapidly (and with limited transparency over when or why) introduce changes to ranking." It asserts that Google's deals for default browser status with companies like Apple and Samsung have given it an advantage that makes it hard for competitors to keep up. Will Hayter has argued, in digital markets, "it's absolutely vital that they [companies] operate in as competitive and as open a way as possible" Speaking to The Register, a spokesperson for Google said "the positive impact of Google Search on the UK is undeniable" and that "this announcement presents clear challenges to critical areas of our business in the UK". The spokesperson continues, "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided". It is worth noting that SMS designation does not imply wrongdoing, and Cardell said in their investigation, "Google search has delivered tremendous benefits". This is not the first time CMA has crossed the PC Gamer news desk. Back in 2022, the CMA investigated both Google and Apple for alleged cloud gaming dominance (RIP Google Stadia). As well as this, the CMA initially blocked Microsoft $68.7B deal with Activision Blizzard in 2023. The CMA previously objected to Google's ad tech late last year, too. Google has been in the CMA's sights for some time, and we'll have to wait until October to see how this specific proposal shapes out.

UK aims to tackle Google dominance of online search

London (AFP) - Britain's competition watchdog on Tuesday proposed measures aimed at tackling Google's dominance in online search, with the US tech giant warning that "punitive regulations" could impact UK economic growth. The Competition and Markets Authority (CMA) said it proposes to designate Google with "strategic market status", subjecting it to special requirements under new UK regulations. A similar tech competition law from the European Union, the Digital Markets Act, carries the potential for hefty financial penalities. Britain's CMA in January launched an investigation into Google's dominant position in the search engine market and its impacts on consumers and businesses. It followed the 2025 implementation of Britain's Digital Markets Competition Regime, which the regulator on Tuesday said "can help unlock opportunities for innovation and growth". Google's spokesman on competition, Oliver Bethell, warned that the CMA update, preceding a final outcome due in October, "could have significant implications for businesses and consumers in the UK". "The positive impact of Google Search on the UK is undeniable. Our tools and services contribute billions of pounds (dollars) a year to the UK," he added in a statement. While noting that "Google Search has delivered tremendous benefits", CMA chief executive Sarah Cardell said "there are ways to make these markets more open, competitive and innovative". The regulator said that it plans to consult on potential changes, including "ensuring people can easily choose and switch between search services -- including potentially AI assistants -- by making default choice screens a legal requirement". Another proposal is for "ensuring Google's ranking and presentation of search results is fair and non-discriminatory". Bethell expressed concern that "the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided". The CMA noted that "Google Search accounts for more than 90 percent" of online enquiries in the UK. It added that more than 200,000 businesses in the UK rely on Google search advertising to reach customers.

UK regulator proposes giving Google 'strategic market status' under new antitrust law - SiliconANGLE

UK regulator proposes giving Google 'strategic market status' under new antitrust law The UK's antitrust watchdog has proposed designating Google LLC as a company with "strategic market status," a move that could potentially expose it to closer regulatory scrutiny. The Competition and Markets Authority, or CMA, detailed the plan today. The development relates to a UK law called the DMCC Act that went into effect at the start of the year. The legislation expanded CMA's powers to regulate large tech firms. Under the DMCC Act, a company that receives strategic market status can be fined up to 10% of its annual revenue for breaching antitrust rules. Officials can also order it to change its business practices. The CMA opened a probe to determine whether Google should receive strategic market status in January. The investigation focused on the company's activities in two markets: the search engine and search advertising segments. Those segments were also the focus of a recent U.S. antitrust ruling that found Google has used unfair business practices to maintain its market position. As part of its investigation, the CMA held discussions with competing search providers, advertisers and other market participants. Officials later conducted a study to gauge consumer sentiment about artificial intelligence assistants. Today's proposal to give Google strategic market status is the fruit of that investigation. "Google search has delivered tremendous benefits - but our investigation so far suggests there are ways to make these markets more open, competitive and innovative," said CMA Chief Executive Sarah Cardell. If Google's designation is finalized, the CMA could order the company to change several of its business practices. The regulator today previewed the potential changes that it may seek. According to the CMA, Google might be asked to provide choice screens that would make it easier for users to switch between search engines and AI assistants. It's unclear which of the company's products would recieve with the choice screens. Android, Chrome and ChromeOS are three likely candidates. The CMA may also require Google to implement measures for ensuring that business websites are ranked fairly in search results. Publishers, meanwhile, could receive "more transparency and control" with regard to how their content appears in search results and AI prompt responses. Another potential CMA order may require Google to share data about its users' searches with other tech firms. The company uses that data to improve the relevance of its search results. As a result, sharing the information with rivals could enable them more effectively compete with Google Search. The CMA plans to collect feedback on its proposal before issuing a final decision on October 13. In the first half of 2026, the regulator intends to explore a second set of potential antitrust concerns related to Google's search business. Officials will study matters such as the transparency of Google's search advertising services and the way its business practices impact rivals.

UK antitrust watchdog says Google may have to offer rival search options

LONDON (AP) -- Google could be forced to let British users choose whether to use rival search services, the country's antitrust watchdog said Tuesday as it proposed using new digital regulations to boost competition. The Competition and Markets Authority said its "priority measures" include requiring Google to present users with "choice screens" when they use key products like the Chrome browser and Android mobile operating system. The choice screens would let users "easily select and switch between search services," which could potentially include AI assistants, it said. The watchdog is seeking to give Google a " strategic market status " label under the new U.K. digital rules. That would give it the power to use "targeted measures" to impose changes to "specific aspects" of its search operations in the U.K. The CMA's move "could have significant implications for businesses and consumers in the UK," Google said. Oliver Bethell, Google's senior director of competition, noted in a prepared statement that CMA reiterated that 'strategic market status' doesn't imply that anti-competitive behavior has taken place, "yet this announcement presents clear challenges to critical areas of our business in the U.K.," The watchdog has until Oct. 13 to decide on whether to give Google the label. It has drawn up three other initial priority measures that it would carry out if it goes ahead. Google would have to make its search results ranking and presentation fair and non-discriminatory, and give businesses an effective way to complain if they've been treated unfairly. Publishers should be given choice and transparency about how their content collected by Google is used for AI services, such as AI-generated overviews that have been appearing at the top of search results. The CMA also wants to ensure people can easily transfer their data, such as their Google search history, to other businesses, which the CMA said could foster innovative new products and services.

UK antitrust watchdog says Google may have to offer rival search options

LONDON -- Google could be forced to let British users choose whether to use rival search services, the country's antitrust watchdog said Tuesday as it proposed using new digital regulations to boost competition. The Competition and Markets Authority said its "priority measures" include requiring Google to present users with "choice screens" when they use key products like the Chrome browser and Android mobile operating system. The choice screens would let users "easily select and switch between search services," which could potentially include AI assistants, it said. The watchdog is seeking to give Google a " strategic market status " label under the new U.K. digital rules. That would give it the power to use "targeted measures" to impose changes to "specific aspects" of its search operations in the U.K. The CMA's move "could have significant implications for businesses and consumers in the UK," Google said. Oliver Bethell, Google's senior director of competition, noted in a prepared statement that CMA reiterated that 'strategic market status' doesn't imply that anti-competitive behavior has taken place, "yet this announcement presents clear challenges to critical areas of our business in the U.K.," The watchdog has until Oct. 13 to decide on whether to give Google the label. It has drawn up three other initial priority measures that it would carry out if it goes ahead. Google would have to make its search results ranking and presentation fair and non-discriminatory, and give businesses an effective way to complain if they've been treated unfairly. Publishers should be given choice and transparency about how their content collected by Google is used for AI services, such as AI-generated overviews that have been appearing at the top of search results. The CMA also wants to ensure people can easily transfer their data, such as their Google search history, to other businesses, which the CMA said could foster innovative new products and services.

UK might regulate how Google ranks results

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. Gemini-powered AI mode hits Search Labs in India 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.

UK Antitrust Watchdog Says Google May Have to Offer Rival Search Options

LONDON (AP) -- Google could be forced to let British users choose whether to use rival search services, the country's antitrust watchdog said Tuesday as it proposed using new digital regulations to boost competition. The Competition and Markets Authority said its "priority measures" include requiring Google to present users with "choice screens" when they use key products like the Chrome browser and Android mobile operating system. The choice screens would let users "easily select and switch between search services," which could potentially include AI assistants, it said. The watchdog is seeking to give Google a " strategic market status " label under the new U.K. digital rules. That would give it the power to use "targeted measures" to impose changes to "specific aspects" of its search operations in the U.K. The CMA's move "could have significant implications for businesses and consumers in the UK," Google said. Oliver Bethell, Google's senior director of competition, noted in a prepared statement that CMA reiterated that 'strategic market status' doesn't imply that anti-competitive behavior has taken place, "yet this announcement presents clear challenges to critical areas of our business in the U.K.," The watchdog has until Oct. 13 to decide on whether to give Google the label. It has drawn up three other initial priority measures that it would carry out if it goes ahead. Google would have to make its search results ranking and presentation fair and non-discriminatory, and give businesses an effective way to complain if they've been treated unfairly. Publishers should be given choice and transparency about how their content collected by Google is used for AI services, such as AI-generated overviews that have been appearing at the top of search results. The CMA also wants to ensure people can easily transfer their data, such as their Google search history, to other businesses, which the CMA said could foster innovative new products and services. Copyright 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

UK May Compel Google to Change Search Rankings, Offer Alternatives

The CMA's targeted approach contrasts with the EU's DMA enforcement Britain's competition regulator said it may force Google to rank businesses more fairly in search results and offer alternative services to consumers, marking the first use of expanded powers to oversee the world's biggest tech companies. The Competition and Markets Authority (CMA) is proposing to designate Alphabet-owned Google with "strategic market status", it said on Tuesday, giving it more power to intervene in search services to increase innovation and economic growth. If confirmed in October, the designation could compel Google to enhance transparency for publishers, simplify access to rival search services including Artificial Intelligence (AI) assistants, and facilitate data portability for competitors. Google warned that "punitive regulation" could stop it bringing new features and services to Britain, and described the scope of the CMA's considerations as "broad and unfocused". "Proportionate, evidence-based regulation will be essential to preventing the CMA's roadmap from becoming a roadblock to growth in the UK," said Oliver Bethell, Google's senior director for competition. CMA Chief Executive Sarah Cardell said Google, which accounts for more than 90 percent of search queries in Britain, had delivered tremendous benefits but the regulator had found ways to make markets more competitive and innovative. "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," she said. Millions of Britons relied on Google as a gateway to the internet and more than 200,000 businesses depended on Google search advertising to reach their customers, the regulator said. The CMA, which gained global prominence when Britain left the European Union, aims to use its expanded power to rein in the power of tech giants such as Google, Apple, Meta and Microsoft without stifling investment or growth. The CMA's targeted approach contrasts with the EU's broader enforcement of digital regulations, as Britain seeks to balance curbing the dominance of tech giants with fostering economic growth post-Brexit. New Powers Cardell said the CMA had set out a roadmap of changes the company could make ahead of a final decision in October. Google said on Tuesday that the CMA's SMS designation did not imply anti-competitive behaviours, but that it presented clear challenges to critical areas of its business in Britain. The development and adoption of generative AI has the potential to upend the search market that Google dominates. The CMA said that Google was already incorporating generative AI features - such as AI Overviews - into its search products and developing its own assistant, Gemini. Its proposed designation would include AI-based search features, although not Gemini AI Assistant itself, adding that this would be kept under review as usage evolved, the regulator said. The CMA said it planned further action to address more complex issues, starting in 2026, such as concerns about Google's treatment of rival specialised search firms and transparency and control in search advertising. The regulator's second investigation under its new powers into mobile operating systems also targets Google, as well as Apple. It could see the company receive another designation focused on its Android operating system. The CMA can impose fines for non-compliance and has direct enforcement powers. Google has been subject to increasing regulatory scrutinyin the United States and the European Union, spanning search, advertising, AI, and digital platform practices. Over the past year it was found to have monopolised search and online ads in two major US rulings, and it was charged in March by the European Commission with breaching landmark EU digital rules. © Thomson Reuters 2025

UK aims to tackle Google dominance of online search

The UK's CMA has proposed measures to curb Google's dominance in online search, potentially granting it "strategic market status" under new regulations. Google warned such rules could harm UK growth. Proposals include fairer search result rankings and easier switching between services, amid concerns over market openness and innovation.Britain's competition watchdog on Tuesday proposed measures aimed at tackling Google's dominance in online search, with the US tech giant warning that "punitive regulations" could impact UK economic growth. The Competition and Markets Authority (CMA) said it proposes to designate Google with "strategic market status", subjecting it to special requirements under new UK regulations. A similar tech competition law from the European Union, the Digital Markets Act, carries the potential for hefty financial penalties. Britain's CMA in January launched an investigation into Google's dominant position in the search engine market and its impacts on consumers and businesses. It followed the 2025 implementation of Britain's Digital Markets Competition Regime, which the regulator on Tuesday said "can help unlock opportunities for innovation and growth". Google's spokesman on competition, Oliver Bethell, warned that the CMA update, preceding a final outcome due in October, "could have significant implications for businesses and consumers in the UK". "The positive impact of Google Search on the UK is undeniable. Our tools and services contribute billions of pounds (dollars) a year to the UK," he added in a statement. While noting that "Google Search has delivered tremendous benefits", CMA chief executive Sarah Cardell said "there are ways to make these markets more open, competitive and innovative". The regulator said that it plans to consult on potential changes, including "ensuring people can easily choose and switch between search services -- including potentially AI assistants -- by making default choice screens a legal requirement". Another proposal is for "ensuring Google's ranking and presentation of search results is fair and non-discriminatory". Bethell expressed concern that "the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided". The CMA noted that "Google Search accounts for more than 90 percent" of online enquiries in the UK. It added that more than 200,000 businesses in the UK rely on Google search advertising to reach customers.

UK may compel Google to change search rankings, offer alternatives

Britain's competition regulator, the CMA, is considering designating Google with "strategic market status," potentially forcing changes to its search practices. This move aims to promote fairness, innovation, and economic growth by increasing transparency for publishers and simplifying access to rival services.Britain's competition regulator said it may force Google to rank businesses more fairly in search results and offer alternative services to consumers, marking the first use of expanded powers to oversee the world's biggest tech companies. The Competition and Markets Authority (CMA) is proposing to designate Alphabet-owned Google with "strategic market status", it said on Tuesday, giving it more power to intervene in search services to increase innovation and economic growth. If confirmed in October, the designation could compel Google to enhance transparency for publishers, simplify access to rival search services including artificial intelligence assistants, and facilitate data portability for competitors. Google warned that "punitive regulation" could stop it bringing new features and services to Britain, and described the scope of the CMA's considerations as "broad and unfocused". "Proportionate, evidence-based regulation will be essential to preventing the CMA's roadmap from becoming a roadblock to growth in the UK," said Oliver Bethell, Google's senior director for competition. CMA Chief Executive Sarah Cardell said Google, which accounts for more than 90% of search queries in Britain, had delivered tremendous benefits but the regulator had found ways to make markets more competitive and innovative. "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," she said. Millions of Britons relied on Google as a gateway to the internet and more than 200,000 businesses depended on Google search advertising to reach their customers, the regulator said. The CMA, which gained global prominence when Britain left the European Union, aims to use its expanded power to rein in the power of tech giants such as Google, Apple, Meta and Microsoft without stifling investment or growth. The CMA's targeted approach contrasts with the EU's broader enforcement of digital regulations, as Britain seeks to balance curbing the dominance of tech giants with fostering economic growth post-Brexit. New powers Cardell said the CMA had set out a roadmap of changes the company could make ahead of a final decision in October. Google said on Tuesday that the CMA's SMS designation did not imply anti-competitive behaviours, but that it presented clear challenges to critical areas of its business in Britain. The development and adoption of generative AI has the potential to upend the search market that Google dominates. The CMA said that Google was already incorporating generative AI features - such as AI Overviews - into its search products and developing its own assistant, Gemini. Its proposed designation would include AI-based search features, although not Gemini AI Assistant itself, adding that this would be kept under review as usage evolved, the regulator said. The CMA said it planned further action to address more complex issues, starting in 2026, such as concerns about Google's treatment of rival specialised search firms and transparency and control in search advertising. The regulator's second investigation under its new powers into mobile operating systems also targets Google, as well as Apple. It could see the company receive another designation focused on its Android operating system. The CMA can impose fines for non-compliance and has direct enforcement powers. Google has been subject to increasing regulatory scrutinyin the United States and the European Union, spanning search, advertising, AI, and digital platform practices. Over the past year it was found to have monopolised search and online ads in two major U.S. rulings, and it was charged in March by the European Commission with breaching landmark EU digital rules.

UK politics blunts antitrust action against Google - The Economic Times

Britain's competition watchdog has proposed new powers to regulate Google's dominance in search, but political support for tough action is fading. Though the CMA gained authority under a new law, shifting priorities toward economic growth may limit its ability to challenge big tech effectively.Britain's competition regulator has finally come up with a plan to control Google's huge search business, but a shift in the political wind in favour of big tech and the money it invests makes it more of a bark than a bite. The Competition and Markets Authority spent years setting up a regime to intervene in the operations of tech giants such as Google, Apple and Amazon, saying it needed special expertise and powers to drive competition in the digital economy. But just as it received new powers, Britain's Labour government said its need to grow the economy meant tough regulation was now out. The CMA, chaired by a former Amazon executive, has touted a targeted approach as the way to meet its goal of reining in big tech without throttling investment from an industry that has spent tens of billions of pounds in Britain. On Tuesday, it proposed designating Google as having "strategic market status" in search, giving it the power to impose conditions on the U.S. tech firm such as changing the way it ranks search results or offering users more choice. Competition experts said the designation was no surprise, coming long after similar moves in the United States and the European Union. "Everyone has been at the search rodeo for years, there are EC (European Commission) decisions, U.S. judgements," Cristina Caffarra, a competition economist, said. "What the CMA is doing is purely performative." Nonetheless, the CMA's first designation is being closely watched by tech groups, lawyers, and business owners to see how it operates in the new political climate. In announcing its proposals, CMA Chief Executive Sarah Cardell was careful to stress its "targeted and proportionate actions" to regulate a sector innovating at breakneck speed via artificial intelligence, and mindful of the political pressure. Lawyer Ronan Scanlan, a partner at Steptoe International and former deputy director at the CMA, said Britain's Digital Markets, Competition and Consumers Act gave the CMA broad powers, but in practice it didn't have the political capital to make grand interventions. "The DMCC Act, which was billed as this revolutionary new tool that the CMA could wield, has arrived three years too late and is becoming a bit of an albatross around its neck," he said. "It's up against huge players like Google, Apple, Amazon, with a lot of political connections, and now - in a new political reality - somehow has to try to extricate itself with the minimum amount of damage." The CMA's delicate balancing act is made harder by U.S. President Donald Trump's muscular defence of U.S. business interests, and Scanlan said the regulator would want to see what would happen with Google there. Tougher proposals Some of the measures the CMA is proposing, such as choice screens for consumers to easily opt for alternative search engines, have been around for decades. Others, such as changing the ranking of results to limit Google favouring its own services, could have more impact if they are confirmed in the CMA's final decision in October. Tom Smith, a competition lawyer at Geradin Partners and a former CMA legal director, said there was a question mark over political support for some of the regulator's tougher proposals, but thought it was trying to stick to its guns. "Given the new context, it's still implementing the regime properly," he said, adding that the U.S. Department of Justice had proposed measures that could lead to a breakup of Google, particularly in its search and advertising businesses. "The idea that the CMA is going too far by putting in a choice screen, it's quite ludicrous." Despite that, Alphabet-owned Google warned it may not bring new features and services to Britain if the regulator goes ahead with the proposals, and said "proportionate, evidence-based regulation" was needed if Britain was to grow its economy. Google, which employs around 7,000 people in Britain, accounts for more than 90% of all general search queries in the country, with more than 200,000 businesses relying on its search advertising to reach their customers. But according to submissions to the CMA from the likes of flights and hotel website Skyscanner and the recommendation platform Checkatrade, that dominance may have enabled it to favour its own services over their offerings, and they want regulatory intervention. Silicon Valley has been wary of the CMA since 2023, when it blocked Microsoft's $69 billion acquisition of the "Call of Duty" maker Activision-Blizzard. Having sparked fury from the U.S. companies, it then tore up its own rule book to approve the case after Microsoft made some changes. Its second investigation under its new powers is examining mobile operating systems, targeting Google and Apple. Previous CMA investigations had pointed to Amazon as the subject of the third strategic market status investigation that was due to be announced this summer. On Tuesday, however, the CMA pushed the third case back to next year.

Google Could Face New Search Oversight From UK Watchdog | PYMNTS.com

By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions. The potential changes comes as the country's antitrust regulator, the Competition and Markets Authority (CMA), announced Tuesday (June 24) said it is weighing a proposal that would give Google "strategic market status," a designation under new competition rules for tech companies that hold higher levels of power in their markets. "Google is the world's leading search tool and plays an important role in all our lives, with the average person in the UK making 5 to 10 searches a day," Sarah Cardell, chief executive of the CMA, said in a news release. "It is equally critical for over 200,000 UK businesses which rely on Google to reach their customers. Google search has delivered tremendous benefits -- but our investigation so far suggests there are ways to make these markets more open, competitive and innovative," Cardell added. The CMA said its investigation has found concerns about Google, including a complaint that its index of billions of websites, its access to trillions of historical searches, and its information ecosystem of information, are difficult for others to replicate. The regulator also heard concerns about higher costs of search advertising than would be found in a more competitive market, as well as "limited transparency and fairness in how Google ranks and presents search results." Earlier this year, the CMA was given added competition and merger control powers under the Digital Markets, Competition and Consumers Act, which lets the watchdog enforce consumer protections on tech giants and take action like levying fines of up to 10% of global annual revenues for violations. According to the CMA announcement, the regulator has proposed a list of measures for Google if the strategic market status designation goes forward. These include new controls over how publishers' content is used, including for artificial intelligence (AI)-generated responses, as well as "portability of consumer search data to support product innovation." A report on the CMA's decision by CNBC includes a response from Google, which said the outcome of these changes "could have significant implications for businesses and consumers" in Great Britain. "The CMA has today reiterated that 'strategic market status' does not imply that anti-competitive behaviour has taken place -- yet this announcement presents clear challenges to critical areas of our business in the UK," said Oliver Bethell, Google's senior director for competition. "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided."

UK regulators may force Google to open search engine to more...

British regulators said they may force Google to open its search engine to more competition -- raising concerns that its budding use of artificial intelligence poses increasing threats to rivals and media companies alike. The UK's Competition and Markets Authority said Tuesday could slap Google with "strategic market status" - a designation that would allow the watchdog agency to intervene. A final decision is expected by Oct. 13. The agency said it has "heard concerns" during a probe into the situation, including "higher costs of search advertising than would be expected in a more competitive market" and "challenges" faced by publishers in securing fair compensation for their work. T he CMA also signaled that it would examine potential harm caused by Google's AI-related search products. The CMA identified several potential changes that could be ordered - including requiring "choice screens" to allow users to easily access other search engines; barring Google from "self-preferencing" its own services in search results; and giving publishers more control over how their content appears. "The CMA's proposed [strategic market status] designation would include AI-based search features, though not Gemini AI Assistant itself," the agency said in a statement. As The Post has reported, Google has faced intense scrutiny in the US and abroad over its implementation of "AI Overviews" - which place AI-generated summaries at the top of search results while burying external links to other sites. Google is also testing an "AI Mode" in search, which answers user prompts like an AI chatbot rather than a traditional search engine. Google said the changes proposed by UK regulations "could have significant implications for businesses and customers" in the country. "The CMA has today reiterated that 'strategic market status' does not imply that anti-competitive behavior has taken place -- yet this announcement presents clear challenges to critical areas of our business in the UK," said Oliver Bethell, Google's senior director for competition. "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided." The move by UK regulators is yet another headache for Google, which has faced a crackdown in both the US and the European Union over its business practices. US District Judge Amit Mehta will decide by August whether to break up Google's online search empire after ruling last year that the company was a "monopolist." Google also lost a separate antitrust case targeting its monopoly over digital advertising technology. US District Judge Leonie Brinkema will consider potential remedies in a trial beginning later this year.

UK politics blunts antitrust action against Google

LONDON (Reuters) -Britain's competition regulator has finally come up with a plan to control Google's huge search business, but a shift in the political wind in favour of big tech and the money it invests makes it more of a bark than a bite. The Competition and Markets Authority spent years setting up a regime to intervene in the operations of tech giants such as Google, Apple and Amazon, saying it needed special expertise and powers to drive competition in the digital economy. But just as it received new powers, Britain's Labour government said its need to grow the economy meant tough regulation was now out. The CMA, chaired by a former Amazon executive, has touted a targeted approach as the way to meet its goal of reining in big tech without throttling investment from an industry that has spent tens of billions of pounds in Britain. On Tuesday, it proposed designating Google as having "strategic market status" in search, giving it the power to impose conditions on the U.S. tech firm such as changing the way it ranks search results or offering users more choice. Competition experts said the designation was no surprise, coming long after similar moves in the United States and the European Union. "Everyone has been at the search rodeo for years, there are EC (European Commission) decisions, U.S. judgements," Cristina Caffarra, a competition economist, said. "What the CMA is doing is purely performative." Nonetheless, the CMA's first designation is being closely watched by tech groups, lawyers, and business owners to see how it operates in the new political climate. In announcing its proposals, CMA Chief Executive Sarah Cardell was careful to stress its "targeted and proportionate actions" to regulate a sector innovating at breakneck speed via artificial intelligence, and mindful of the political pressure. Lawyer Ronan Scanlan, a partner at Steptoe International and former deputy director at the CMA, said Britain's Digital Markets, Competition and Consumers Act gave the CMA broad powers, but in practice it didn't have the political capital to make grand interventions. "The DMCC Act, which was billed as this revolutionary new tool that the CMA could wield, has arrived three years too late and is becoming a bit of an albatross around its neck," he said. "It's up against huge players like Google, Apple, Amazon, with a lot of political connections, and now - in a new political reality - somehow has to try to extricate itself with the minimum amount of damage." The CMA's delicate balancing act is made harder by U.S. President Donald Trump's muscular defence of U.S. business interests, and Scanlan said the regulator would want to see what would happen with Google there. TOUGHER PROPOSALS Some of the measures the CMA is proposing, such as choice screens for consumers to easily opt for alternative search engines, have been around for decades. Others, such as changing the ranking of results to limit Google favouring its own services, could have more impact if they are confirmed in the CMA's final decision in October. Tom Smith, a competition lawyer at Geradin Partners and a former CMA legal director, said there was a question mark over political support for some of the regulator's tougher proposals, but thought it was trying to stick to its guns. "Given the new context, it's still implementing the regime properly," he said, adding that the U.S. Department of Justice had proposed measures that could lead to a breakup of Google, particularly in its search and advertising businesses. "The idea that the CMA is going too far by putting in a choice screen, it's quite ludicrous." Despite that, Alphabet-owned Google warned it may not bring new features and services to Britain if the regulator goes ahead with the proposals, and said "proportionate, evidence-based regulation" was needed if Britain was to grow its economy. Google, which employs around 7,000 people in Britain, accounts for more than 90% of all general search queries in the country, with more than 200,000 businesses relying on its search advertising to reach their customers. But according to submissions to the CMA from the likes of flights and hotel website Skyscanner and the recommendation platform Checkatrade, that dominance may have enabled it to favour its own services over their offerings, and they want regulatory intervention. Silicon Valley has been wary of the CMA since 2023, when it blocked Microsoft's $69 billion acquisition of the "Call of Duty" maker Activision-Blizzard. Having sparked fury from the U.S. companies, it then tore up its own rule book to approve the case after Microsoft made some changes. Its second investigation under its new powers is examining mobile operating systems, targeting Google and Apple. Previous CMA investigations had pointed to Amazon as the subject of the third strategic market status investigation that was due to be announced this summer. On Tuesday, however, the CMA pushed the third case back to next year. (Writing by Paul Sandle. Additional reporting by Sarah Young. Editing by Kate Holton and Mark Potter)

UK may compel Google to change search rankings to ensure fair competition

LONDON (Reuters) -Britain's competition regulator said it may force Google to rank businesses more fairly in search results, marking the first use of expanded powers to oversee the world's biggest tech companies. The Competition and Markets Authority (CMA) is proposing to designate Alphabet-owned Google with "strategic market status", it said on Tuesday, giving it more power to intervene in search services to increase innovation and economic growth. If confirmed in October, the designation could compel Google to enhance transparency for publishers, simplify access to rival search services and facilitate data portability for competitors. CMA Chief Executive Sarah Cardell said Google, which accounts for more than 90% of search queries in Britain, had delivered tremendous benefits but the regulator had found ways to make markets more competitive and innovative. "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," she said. Millions of Britons relied on Google as a gateway to the internet and more than 200,000 businesses depended on Google search advertising to reach their customers, the regulator said. The CMA, which gained global prominence when Britain left the European Union, aims to use its expanded power to rein in the power of tech giants such as Google, Apple, Meta and Microsoft without stifling investment or growth. The CMA's targeted approach contrasts with the EU's broader enforcement of digital regulations, as Britain seeks to balance curbing the dominance of tech giants with fostering economic growth post-Brexit. NEW POWERS Cardell said the CMA had set out a roadmap of changes the company could make ahead of a final decision in October. Google said on Tuesday that the CMA's SMS designation did not imply anti-competitive behaviours, but that its announcement presented clear challenges to critical areas of its business in Britain. "We're concerned that the scope of the CMA's considerations remains broad and unfocused, with a range of interventions being considered before any evidence has been provided," said Oliver Bethell, Google's senior director for competition. The CMA said it planned further action to address more complex issues, starting in 2026, such as concerns about Google's treatment of rival specialised search firms and transparency and control in search advertising. The regulator's second investigation under its new powers into mobile operating systems also targets Google, as well as Apple. It could see the company receive another designation focused on its Android operating system. The CMA can impose fines for non-compliance and has direct enforcement powers. Google has been subject to increasing regulatory scrutiny in the United States and the European Union, spanning search, advertising, AI, and digital platform practices. Over the past year it was found to have monopolised search and online ads in two major U.S. rulings, and it was charged in March by the European Commission with breaching landmark EU digital rules. (Reporting by Paul Sandle and Muvija M in London and Yamini Kalia in Bengaluru; Editing by Michael Perry, Kate Holton and Louise Heavens)