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The UK might introduce new regulations for Google. The country’s Competition and Markets Authority (CMA) has proposed designating the company’s search services with “strategic market status” (SMS). In doing so, the regulatory body could direct Google to create fairer business rankings on search, for instance.
The CMA launched an antitrust investigation into Google Search in January — its first probe under the UK’s Digital Markets, Competition and Consumers (DMCC) Act. Concerns include search advertising costing more than in a competitive market, minimal transparency on ranking search results and Google’s vast access to websites and historical searches. There’s also the issue of publishers getting fair terms and control over their content’s use in search and AI-generated summaries.
“Google search has delivered tremendous benefits — but our investigation so far suggests there are ways to make these markets more open, competitive and innovative.” Sarah Cardell, Chief Executive of the CMA, said in a statement. A final decision on Google’s SMS designation will come by October 13.
It would also apply to AI-based search features, but not Gemini AI Assistant — though the CMA states this is subject to change.
If the labeling goes ahead then the CMA will likely enact “early priorities” like the following:
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Requiring choice screens for users to access different search providers
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Ensuring fair ranking principles for businesses appearing on Google search
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More transparency and control for publishers whose content appears in search results
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Portability of consumer search data to support innovation in new products and services
These points stand as a roadmap for how CMA plans to handle any initial designation period for an SMS. “These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services — as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy,” Cardell stated. The CMA aims to provide additional actions to tackle more complex issues beginning in early 2026.
The SMS designation doesn’t imply Google has engaged in anti-competitive actions. Parties interested in Google’s status can provide their views on the proposal directly to the CMA.
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