Google Faces UK Scrutiny

Google has become the first company to receive strategic market status in the UK, subjecting its search and advertising operations to increased scrutiny from the country's antitrust regulator. This designation empowers the Competition and Markets Authority (CMA) to implement targeted measures addressing specific aspects of Google's search services within the UK.

The CMA's potential actions include introducing choice screens, enabling users to easily switch between search providers and AI assistants. The regulator may also enforce data portability, allowing consumers to transfer their search history to other services, and ensure fair ranking principles for businesses appearing in Google search results.

The CMA's investigation, initiated in January 2025, focused on Google's activities in search and search advertising, echoing concerns raised in a recent US antitrust ruling. The strategic market status, granted under the Digital Markets, Competition and Consumers Act 2024, allows the CMA to impose conduct requirements or pro-competition interventions.