CMA Targets Fairer Search Rankings and More Consumer Choice
Britain’s Competition and Markets Authority (CMA) is preparing to enforce stricter regulations on Google, aiming to promote fairer business rankings in search results and ensure greater consumer access to alternative digital services. This initiative marks the first potential use of the CMA’s expanded powers to oversee major tech platforms.
Strategic Market Status Could Reshape Google’s Role
The CMA plans to designate Google—owned by Alphabet Inc.—with Strategic Market Status (SMS) by October. If confirmed, this status would grant the regulator significant authority to intervene in Google’s operations, particularly its search services. The objective is to make the digital market more competitive, thereby boosting innovation and economic development in the UK.
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What the Regulation Might Change
Key changes under consideration include:
- Greater transparency with publishers regarding how rankings work.
- Simplified access to rival search engines and AI-powered assistants.
- Easier data access for competitors to level the playing field.
These steps are designed to lower entry barriers for smaller tech firms and reduce Google’s influence over the search and digital advertising markets.
Google Warns Against “Punitive” Measures
In response, Google has expressed concerns. Oliver Bethell, Senior Director for Competition at Google, cautioned against “punitive regulation,” arguing it could deter the company from introducing new services and features in the UK. He called for a “proportionate, evidence-based” approach to regulation.
Balancing Innovation and Oversight
CMA Chief Executive Sarah Cardell acknowledged Google’s dominant position—handling over 90% of UK search queries—and the platform’s benefits for users and businesses. However, she emphasized the need for stronger competition to encourage innovation and long-term growth.
The UK’s approach differs from the European Union’s broader digital regulatory framework. Post-Brexit, Britain is attempting to balance tech oversight with economic opportunity.
AI in Focus, But Gemini Excluded (For Now)
As part of its review, the CMA has developed a draft roadmap of changes Google could implement ahead of a final ruling. The regulator is paying close attention to the rise of generative AI, which is rapidly transforming the search landscape.
While tools like AI Overviews are part of the proposed designation, Google’s Gemini assistant remains outside the scope—though the CMA intends to keep it under observation.
Looking Ahead: Advertising and Mobile Ecosystems Also Under Scrutiny
Further investigations are scheduled to begin in 2026, with the CMA planning to examine Google’s practices related to specialized search services and ad transparency.
Additionally, the regulator is assessing Google and Apple’s dominance in the mobile operating system space, particularly with Android, signaling potential future actions.
A Bold Move in Global Tech Regulation
With the ability to enforce compliance through fines and direct action, the CMA’s latest move underscores its intent to challenge the market power of global tech giants. As scrutiny intensifies in both the US and EU, the UK joins a growing chorus of regulators looking to reshape digital competition without stifling technological innovation.
sources ( Mashable )
