CMA plans to impose new rules on Google after probe into search engine control

In the United Kingdom, the Competition and Markets Authority (CMA) has initiated a significant investigation into Google’s dominance in the search engine market. Launching this investigation in January 2023, CMA's focus has been on determining whether Google has too much control over its search services and the content presented to users. The CMA aims to ensure that users have greater choice and control over alternative search engines, alongside providing publishers more influence over how their content is represented. Given that Google holds over 90% of the search market share in the UK, these developments could profoundly shift the dynamics of this digital landscape. The proposal includes granting Google a designation of ‘strategic market status,’ which would subject the company to a stricter regulatory framework. If implemented, Google may be required to introduce ‘fair ranking’ measures for search results, ensuring non-discriminatory practices across its services. Furthermore, it could mean offering ‘choice screens’ for users to select between different search engines when using Google’s platforms, such as its Chrome browser or the Android operating system. These changes reflect growing concerns from regulators about the monopolistic behavior that could stifle innovation and competition in the tech sector. CMA’s ultimate goals are to foster a more competitive environment and to empower consumers, ensuring that they can easily switch between services and gain more clarity over the data usage by those services. The proposed measures also aim to provide more transparency and fair practices for publishers, which have expressed concerns about Google’s control over how their content is displayed and monetized. These are particularly pressing issues as AI technology becomes increasingly integral to online searches, generating new dynamics regarding content ownership and user experience. The decision regarding whether to grant Google this strategic status is expected to be finalized by October 2023. The response from Google has been cautious, with representatives highlighting the potential challenges such regulations could pose to its business model and innovation capabilities. Google has committed to working constructively with the CMA while expressing concerns over the broad scope of considerations being made without evidence of anti-competitive behavior. This regulatory scrutiny represents a crucial step in reshaping the digital landscape in the UK, impacting how users and businesses interact with search engines moving forward.