UK's Competition Watchdog Launches Antitrust Investigation into Google's Search Business

UK Launches Antitrust Investigation into Google's Search Business

The UK's Competition and Markets Authority (CMA) has launched a significant antitrust investigation into Google's search and advertising practices, marking the first probe under the newly enacted Digital Markets, Competition and Consumers Act of 2025 1

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. This move comes amid growing global scrutiny of tech giants and their market dominance.

Scope of the Investigation

The CMA's investigation focuses on three main areas:

1. Market Dominance: With Google controlling over 90% of the UK's general search queries, the CMA aims to determine whether Google has "strategic market status" (SMS) in search and search advertising 2

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2. Competitive Practices: The probe will examine if Google is creating barriers to entry and innovation in the search market, particularly concerning AI-powered search alternatives 3

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3. Data Usage: Investigators will scrutinize Google's data collection practices, including whether the company obtains informed consent from consumers and fairly compensates publishers for content use 4

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Potential Implications for AI and Innovation

A key focus of the investigation is Google's role in shaping the development of new AI services and interfaces, such as "answer engines." The CMA is concerned that Google might be limiting the competitive impact of these innovations on its core search business 3

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Possible Outcomes and Remedies

If found to be in breach of competition rules, Google could face significant consequences:

1. Fines of up to 10% of its annual worldwide revenue 1

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2. Mandated changes to its business practices, potentially including:
   • Sharing internal data with other businesses
   • Giving publishers more control over content use in AI services
   • Opening up search results to competitors
   • Unbundling integrated services 2

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Global Context

This investigation aligns with similar probes and legal actions against Google in other jurisdictions:

• The U.S. Department of Justice is seeking antitrust remedies, potentially requiring Google to sell Chrome 1

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• The European Union is considering pushing for Google to sell parts of its digital ad business 3

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Next Steps

The CMA has invited interested parties to provide feedback on the investigation until February 3, 2025. The regulator aims to conclude its assessment with an "SMS Decision Notice" in October 2025 4

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. As this probe unfolds, it could significantly impact the future of search technology, AI development, and digital advertising in the UK and beyond.