UK Regulator Considers New Rules for Google to Promote Fairer Search Competition

The UK’s Competition and Markets Authority (CMA) announced on Tuesday that it is considering giving Google a “strategic market status” under its new digital markets competition regime, which came into effect earlier this year.

If designated, Google would face new obligations aimed at increasing competition and transparency in search services. These would include offering users alternative search engines and assistants through a “choice screen,” applying fairer ranking practices in search results, and giving publishers more control over how their content is utilized in search features and AI tools such as Google’s AI Overviews and the Gemini Assistant.

The CMA also proposes measures to help users easily transfer data such as search history and to reduce barriers to switching between services

Sarah Cardell, Chief Executive of the CMA, pointed out that UK businesses spent an average of more than £33,000 per advertiser on Google search advertising last year.With Google commanding more than 90% of general search traffic in the UK, she noted, “If competition was working effectively, we would expect these costs to be lower.”

Cardell added, “These focused and balanced measures aim to give UK consumers and businesses more choice and control in how they engage with Google’s search services. They also have the potential to drive greater innovation across the UK’s tech industry and wider economy.”

The CMA is currently gathering feedback from industry stakeholders and is expected to reach a final decision on the proposed designation by October 13.

Google has not yet responded to the announcement.