Michelle ThompsonThe UK’s competition watchdog has said Google may need to introduce changes to give users more options for online search services.
The Competition and Markets Authority (CMA) is reviewing Google under a new law that allows it to enforce changes if a company holds excessive power in a market. Google dominates over 90% of UK searches, with around 200,000 businesses relying on its search advertising.
Google’s parent company, Alphabet, called the CMA’s proposals “broad and unfocused” but agreed to cooperate. The CMA clarified it isn’t accusing Google of anti-competitive conduct but has outlined potential steps for the company before a final decision in October.
These proposals include offering users a “choice screen” to select alternative search engines and providing more transparency and control to publishers whose content appears in search results.
The CMA highlighted that UK users typically perform 5–10 searches daily, while businesses spend about £33,000 a year on Google ads. It argued that stronger competition could potentially reduce those costs.
CMA chief executive Sarah Cardell said Google’s search service has offered major benefits but noted the market could be made more open and competitive. She added the proposed changes aim to give consumers and businesses greater choice and control.
In response, Google warned that the investigation and its outcomes might heavily impact UK consumers and businesses. A spokesperson said that while “strategic market status” doesn’t mean Google acted anti-competitively, the process poses serious challenges. They also cautioned that the UK, which has traditionally received early access to Google innovations, might face delays if strict regulations are enforced.
Unexpected Outcomes
The watchdog began investigating Google in January to ensure fair competition in online search.
A total of 47 organisations—including airlines, adult retailers, and media publishers—shared how Google’s search policies either help or harm them.
EasyJet claimed that changes made to Google in the EU under the Digital Markets Act led more customers to travel agencies and aggregators, which often misrepresented their services and pricing.
Google stated in November that improving the visibility of rival search engines and comparison sites was necessary to comply with the EU’s Digital Markets Act. However, this shift negatively affected airlines and hotels by reducing direct customer traffic.
Adult retailers LoveHoney and Ann Summers said Google’s SafeSearch filters limited the visibility of their websites, affecting how easily customers could find them.
UK Hospitality warned that if the UK adopted similar search rules as the EU, it could result in negative side effects for both businesses and consumers.
AI Implications
Sebastian Cuttill from the News Media Association said the CMA’s action could significantly affect not only traditional search but also AI-driven tools like Google’s AI Overviews.
He told the BBC that greater transparency from Google regarding how it uses news content in such services would be hugely beneficial for publishers.
Several news organisations, including the BBC, have raised concerns about their content being used to train AI systems without permission or payment.
Mr. Cuttill added that this move would support the legal goals of fairness, trust, and transparency.
Google’s search business is also under increasing scrutiny from regulators worldwide.
In the US, a judge ruled last August that Google maintained an illegal monopoly in search.
Additionally, the EU imposed a €2.4bn (£2bn) fine against Google for favouring its own Shopping comparison service in search results — a decision confirmed by the EU’s highest court last year.
Emily Martinez
