Google could be forced to spotlight other search engines and AI assistants on its flagship search ervice in the UK after regulators said it has an unfair sway on the market, as they increase scrutiny of US big tech firms.
The UK’s Competition and Markets Authority (CMA) proposed giving Google “strategic market status” on Tuesday in what would be its first major use of new powers under the Digital Markets Competition Regime, introduced in January.
CMA Chief Executive Sarah Cardell stressed the decision was not an anti-competitive ruling, but said steps were needed to “make these markets more open, competitive and innovative,” through “targeted and proportionate actions” as Google was currently behind 90% of searches in the UK.
A final decision is due by 13 October 2025, but CMA’s roadmap would see Google told to provide “choice screens” and “effective data portability mechanisms” for UK consumers to switch between search and AI services.
Initial action could also force the search giant to improve transparency of its AI training and offer publishers a choice on how their content is used for AI services, plans that could significantly limit its new AI mode, currently in early rollout in the US and expected to become its default search feature.
Further action could also see restrictions on ad prices and Google’s ability to share data within its product ecosystem, with CMA citing its maps, flights and hotels services in its full report.
In response, Google described the report as “broad and unfocused” and without any evidence, warning “punitive regulations” could affect its services in the UK while also expressing an interest in “working constructively” on next steps.
Google’s legal troubles
CMA has stepped up its scrutiny of big tech competition in recent years, with Google’s cloud business involved in an investigation of the UK’s cloud services market, though a preliminary ruling there was more favourable as regulators decided Microsoft had displayed anti-competitive behaviour.
In the US, Google has also faced trouble over its dominant search services, with the Department of Justice (DoJ) winning an antitrust case in April that set the groundwork to force a sale of Google’s Chrome browser.
The DoJ was far more critical in its comments though, claiming Google had “abused its monopoly power” to censor US citizens and hid evidence of “illegal conduct”, claims the Alphabet subsidiary obviously denies.
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