ISLAMABAD: Britainโs Competition and Markets Authority (CMA) is preparing to take unprecedented steps that may compel Google to alter how it ranks businesses in search results and offer users greater choice, in what could be a major shake-up for digital services in the UK.
The CMA is proposing to designate Alphabet-owned Google as having โstrategic market statusโ (SMS), unlocking expanded powers to regulate its dominance.
This would mark the first use of newly granted authority aimed at ensuring fair competition from global tech giants.
If approved by October, the status would enable the CMA to intervene directly in Googleโs search practices, including transparency for publishers and easier access for rival services such as AI-based search platforms.
Google Pushes Back Against Regulations
Google, which handles over 90% of UK search traffic, responded critically.
The company warned that โpunitive regulationโ could hinder innovation and delay the launch of new features in Britain.
Googleโs Competition Director, Oliver Bethell, said the CMAโs proposed measures were โbroad and unfocused,โ and could unintentionally harm the UKโs digital economy.
The CMA insists the measures are targeted and proportionate, intended to boost innovation and expand choice without deterring investment.
CMA Chief Executive Sarah Cardell emphasized the importance of giving UK users and businesses โmore control over how they interact with Googleโs services.โ
AI Features Under Spotlight
The regulator noted that Google is already embedding generative AI featuresโlike AI Overviewsโinto its search tools.
These would fall under the new designation, although the Gemini AI Assistant would be reviewed separately as its use expands.
The CMA also plans further investigations into how Google treats rival search providers and how transparent it is with advertising clients.
Additional regulatory actions may follow in 2026, including measures concerning Googleโs Android operating system.
