The UK’s Competition and Markets Authority (CMA) has signaled it may force Google to overhaul its search rankings and offer consumers more choice, marking the first major test of Britain’s expanded powers to regulate Big Tech. On Tuesday, the CMA proposed designating Google—which handles over 90% of UK search queries—with “strategic market status,” a move that could lead to stricter rules promoting competition and innovation.
If finalized in October, the decision could require Google to increase transparency for publishers, make it easier for users to switch to rival search engines (including AI-powered alternatives), and share data with competitors. The CMA argues these changes would give businesses and consumers more control while boosting the UK’s tech sector. Google, however, warned that heavy-handed regulation could stifle innovation, calling the CMA’s proposals “broad and unfocused.”
The move highlights Britain’s post-Brexit strategy of taking a more targeted approach to tech regulation than the EU, aiming to curb monopolistic practices without discouraging investment. With over 200,000 UK businesses relying on Google’s ad services and millions using it as their primary search engine, the CMA says fairer competition could unlock economic growth.
CMA CEO Sarah Cardell emphasized that while Google has driven significant benefits, its dominance demands oversight. The regulator, now a global player in antitrust enforcement, is walking a tightrope—trying to rein in tech giants like Google, Apple, and Meta while ensuring the UK remains an attractive hub for innovation. The outcome could set a precedent for how democracies balance corporate power with consumer choice in the AI era.