Google may soon be forced to make changes to how its search engine operates in the UK, as the Competition and Markets Authority (CMA) pushes for greater consumer choice and transparency under new regulatory powers aimed at curbing the dominance of tech giants.
The UK’s competition watchdog has launched a formal investigation into Google under the recently enacted Digital Markets, Competition and Consumers Act. The law enables regulators to intervene if a company is deemed to have “strategic market status” — in other words, too much influence over a particular digital market.
Google currently holds over 90% of the UK’s search engine market, and around 200,000 UK businesses use its advertising services to reach customers. The CMA says its early findings suggest that changes are needed to ensure a more competitive and innovative environment.
Although the regulator has stopped short of accusing Google of anti-competitive behaviour, it has proposed a roadmap of potential reforms. These include implementing “choice screens” to allow users easier access to alternative search engines, and increasing transparency and control for publishers whose content appears in search results.
“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. She described the proposed measures as “targeted and proportionate” and said they would enhance consumer choice and improve fairness for UK businesses.
Google’s parent company, Alphabet, responded by criticising the CMA’s suggestions as “broad and unfocused,” but indicated it would “work constructively” with the regulator. A spokesperson warned that such measures could have “significant implications” for both UK consumers and businesses, and may even limit early access to Google innovations in the country.
The CMA’s investigation has attracted input from 47 organisations, including airlines, retailers, and media publishers. EasyJet raised concerns that similar changes implemented under the EU’s Digital Markets Act had redirected traffic to online agencies that misrepresented its offerings. Retailers like LoveHoney and Ann Summers also criticised Google’s SafeSearch feature, saying it reduced visibility for their legal, adult-oriented products.
Media industry figures, including Sebastian Cuttill of the News Media Association, highlighted the broader implications for AI-powered tools such as Google’s AI Overviews. He said greater transparency in how news content is used for these tools would be a “massive” win for publishers.
The CMA is expected to reach a final decision on its investigation and potential regulatory action by October.
