The UK CMA’s Move to Regulate Google Aims to Foster Competition and Transparency in Search

The UK’s Competition and Markets Authority (CMA) announced plans to designate Google with “strategic market status” (SMS) under the new Digital Markets Competition Regime. This designation would grant the CMA expanded powers to regulate Google’s search services, addressing concerns over its dominant 90% share of general search queries in the UK.

If confirmed by mid-October 2025, the CMA could implement measures to increase competition and innovation, marking the first use of its enhanced regulatory authority.

The CMA’s roadmap includes requiring Google to provide choice screens for users to access alternative search providers, ensuring fair and non-discriminatory ranking of businesses, and improving transparency and control for publishers whose content appears in search results.

Addressing Market Dominance and Anti-Competitive Concerns

Google’s overwhelming market presence has raised concerns about anti-competitive practices, including opaque ranking algorithms and high costs for search advertising.

The CMA’s investigation highlights challenges faced by businesses and consumers due to Google’s control over search visibility and advertising pricing.

The regulator also points to default agreements with device manufacturers that limit competitors’ access to users and the difficulty innovative firms face in leveraging consumer search data.

By designating Google with SMS, the CMA aims to dismantle barriers that hinder competition and create a more level playing field for emerging search services and advertisers.

Did you know?
Google processes over 90% of general search queries in the UK, making it the dominant gateway to online information and a critical platform for more than 200,000 UK businesses relying on search advertising.

Fair Ranking Principles to Promote Equitable Search Results

A central focus of the CMA’s proposed intervention is the adoption of fair ranking principles. Traditional search rankings prioritize relevance but can inadvertently reinforce biases, limiting exposure for diverse businesses and content.

The CMA advocates for ranking systems that balance relevance with fairness, ensuring that smaller or less-known entities receive appropriate visibility.

These principles align with ongoing research into fair ranking algorithms that mitigate position bias and promote equitable access to information, thereby enhancing consumer choice and market dynamism.

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Empowering Publishers and Enhancing Content Control

Publishers have voiced concerns over how Google uses their content, especially in AI-generated summaries and overviews. The CMA’s proposals include granting publishers greater transparency and control over the use of their content within Google’s search ecosystem.

The legislation aims to address issues of fair compensation and bargaining power, particularly for press publishers who argue that current practices undermine independent journalism.

Such measures seek to protect the interests of content creators while fostering a more sustainable digital publishing environment.

Data Portability and Innovation Support

The CMA also emphasizes enabling consumer search data portability to encourage innovation. Allowing users to transfer their search histories and preferences between platforms can empower them to choose alternative services and foster competition.

This data mobility is expected to stimulate the development of new search technologies and services, benefiting consumers and the broader UK tech sector.

The CMA’s approach reflects a broader regulatory trend toward enhancing user control and promoting open digital ecosystems.