The UK’s Competition and Markets Authority (CMA) has taken a key step toward stronger regulation of Google’s search business, which accounts for more than 90% of all general search queries in the country.

The CMA has proposed officially designating Google’s search services as having “strategic market status” (SMS) under the UK’s new Digital Markets regime. If the proposal goes ahead, the CMA will gain powers to introduce targeted measures to improve competition and fairness in how Google operates its search engine in the UK.

A final decision is expected by 13 October 2025, following a public consultation.

What the CMA could do

The CMA has published a roadmap outlining the types of measures it might introduce if Google is designated. Early priorities include:

  • Choice screens to help people pick or switch search engines more easily, potentially including AI-assistants.
  • Fairer and non-discriminatory search result ranking.
  • More control for publishers over how their content is used in search results and AI-generated summaries.
  • Easier movement of user search data to support the development of new, innovative services.

Further measures – tackling more complex issues such as Google’s power over advertising and content publishers – would be considered from 2026 onwards.

Why it matters

Google’s search and advertising tools are used by millions of people every day and are central to over 200,000 UK businesses who use Google search advertising to reach their customers online. But the CMA has heard concerns that Google’s dominance makes it hard for others to compete fairly.

Some of the key issues raised include:

  • The high cost of search advertising.
  • A lack of transparency over how Google ranks and displays results.
  • Challenges in securing fair terms and control over how content is used.
  • Default agreements with mobile device manufacturers that make it more difficult for competitors to find customers.

A More Open Playing Field

According to Sarah Cardell, Chief Executive of the CMA: “Google search has delivered tremendous benefits – but our investigation so far suggests there are ways to make these markets more open, competitive and innovative.”

She added that the proposals aim to give users and businesses more choice and control while helping new tech firms get a foothold in the market.

The CMA says it will take a proportionate, evidence-based approach, and is seeking views from businesses, consumer groups, and other stakeholders via a consultation that is open until 5pm on 22 July 2025.

See: https://www.gov.uk/government/news/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk