ISLAMABAD: Britain’s Competition and Markets Authority (CMA) is preparing to take unprecedented steps that may compel Google to alter how it ranks businesses in search results and offer users greater choice, in what could be a major shake-up for digital services in the UK.
The CMA is proposing to designate Alphabet-owned Google as having “strategic market status” (SMS), unlocking expanded powers to regulate its dominance.
This would mark the first use of newly granted authority aimed at ensuring fair competition from global tech giants.
If approved by October, the status would enable the CMA to intervene directly in Google’s search practices, including transparency for publishers and easier access for rival services such as AI-based search platforms.
Google Pushes Back Against Regulations
Google, which handles over 90% of UK search traffic, responded critically.
The company warned that “punitive regulation” could hinder innovation and delay the launch of new features in Britain.
Google’s Competition Director, Oliver Bethell, said the CMA’s proposed measures were “broad and unfocused,” and could unintentionally harm the UK’s digital economy.
The CMA insists the measures are targeted and proportionate, intended to boost innovation and expand choice without deterring investment.
CMA Chief Executive Sarah Cardell emphasized the importance of giving UK users and businesses “more control over how they interact with Google’s services.”
AI Features Under Spotlight
The regulator noted that Google is already embedding generative AI features—like AI Overviews—into its search tools.
These would fall under the new designation, although the Gemini AI Assistant would be reviewed separately as its use expands.
The CMA also plans further investigations into how Google treats rival search providers and how transparent it is with advertising clients.
Additional regulatory actions may follow in 2026, including measures concerning Google’s Android operating system.
