The UK can introduce new rules for Google. The country’s competition and the Markets Authority (CMA) has proposed to nominate the company’s search services with the “Strategic Market status” (SMS). Doing so, the regulatory body can instruct Google to create a better business classification for search, for example.
CMA launches a distrust investigation in Google Search in January – its first investigation under the UK’s digital markets, competition and consumer (DMCC) Act. Concerns include more cost than competitive market, minimal transparency on search results rating and extensive Google access to websites and historical searches. Publishers also have the problem of searching for fair terms and control over the use of their content in AI-infield summons.
“Google Search has gained tremendous benefits – but our investigations show that these markets have ways to make more open, competitive and modern.” CMA chief executive Sarah Cardel said in a statement. A final decision on Google’s SMS post will come by October 13.
It will also be applied to the AI-based search features, but not the Gemini AI assistant-though the CMA states that it can be changed.
If the labeling moves forward then the CMA will probably enforce the “preliminary preferences” like the following:
Users need selection screens to access different search providers
To ensure fair rating principles for businesses appearing on Google Search
More transparency and control for publishers appears in the search results of the material whose content appears
Consumer Search data portability to support innovation in new products and services
These points stand as a Roadmap that CMS plans to take over any initial position for the SSS. “These targeted and proportional measures will provide more choice and control to unlock more opportunities for innovation in the UK’s tech sector and wider economy, as well as to communicate with Google’s search services to the UK business and consumers,” said Cardel. The CMA aims to provide additional steps to tackle more complex issues that begin in early 2026.
The SMS position does not mean that Google has engaged in anti -competitive measures. Parties interested in Google can provide their views on the CMA directly on the proposal.
