The UK’s Competition and Markets Authority (CMA) is proposing tighter regulation of Google, which could force the tech giant to offer users greater choice in search services.
Under plans to grant Google “strategic market status”, a designation that allows for stricter oversight of dominant firms, the CMA is considering measures such as “choice screens”.
These would help users switch search providers, fairer search result rankings, and increased content control for publishers, especially in the context of AI-generated responses.
Google dominates over 90% of search activity in the UK and would be the first firm regulated under powers granted by the new Digital Markets, Competition and Consumers Act.
CMA chief executive Sarah Cardell said the proposed actions aim to enhance consumer choice and foster innovation.
Google responded with concern, arguing the CMA's approach lacks clarity and is being pursued without sufficient evidence, warning of potential negative effects for businesses and consumers alike.