CMA gets greater control over how Google operates search engine

Google could be forced to change the way its search engine operates in the UK to give people more choice to use an alternative.

Google Inc.C Dl-,001
10 October 2025 12:51:39

Source: Sharecast

The Competition and Markets Authority said on Friday that Google has "substantial and entrenched" market power in general search and search advertising and has therefore been designated with "strategic market status".

This means the watchdog can consider "proportionate, targeted" interventions to ensure that general search services are open to effective competition, and that consumers and businesses relying on Google can have confidence that they are treated fairly.

Google’s Gemini AI assistant is not in the scope of the designation. However, the CMA said this position will be kept under review. Other AI-based search features, such as AI Overviews and AI Mode, are in the scope of the designation.

Will Hayter, executive director for Digital Markets at the CMA, said: "By promoting competition in digital markets like search and search advertising we can unlock opportunities for businesses big and small to support innovation and growth, driving investment across the UK economy.

"We have found that Google maintains a strategic position in the search and search advertising sector - with more than 90% of searches in the UK taking place on its platform.

"Having taken into account the feedback received following our proposed decision, we have today designated Google’s search services with strategic market status."

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