UK targets Google Search Power

Today the UK Competition and Markets Authority (CMA) formally designated Google with Strategic Market Status in general search and search advertising. This is the first use of the UK's new digital rules and it allows the CMA to impose conduct requirements on Google. The label is not a finding of wrongdoing, but it clears the way for binding obligations and remedies.

What was Decided

• SMS designation for search and search ads, unlocking powers for targeted interventions to increase competition and choice.
• Scope: AI search features like AI Overviews and AI Mode fall under the designation. Note that Gemini assistant is not included.

Potential Remedies the CMA Could Be Weighing

• Choice screens or easier default switching to present alternative search engines and assistants.
• Fair, non-discriminatory ranking and greater transparency around how results surface, including limits on self-preferencing.
• Publisher controls over how content is used in AI outputs and summaries.

When to expect next steps

• Consultation on measures will begin later this year, after which the CMA can impose specific conduct requirements.
• Another separate CMA decision on mobile platforms for Apple and Google is running on its own process track, with an update expected this month.

When the CMA rolls out its "roadmap" of interventions (after consultation), these are the kinds of remedies likely to be considered:

Remedy / Mechanism	What it tries to fix	Challenges or caveats
Choice screens / default switching	Reduce the gatekeeper effect - allow users to pick among several search providers instead of being locked into Google by default	Effectiveness depends on UI design and adoption by rivals
Mandated fair ranking / transparency	Prevent Google from favoring its own verticals or services unfairly	Defining "fair" in practice is complex
Publisher content control over AI use	Let publishers decide how their content feeds into AI outputs, summaries, etc.	Enforcement and monitoring of use cases might be complicated
Data portability / search data export	Help entrants build competitive services using user histories, signals, etc.	The utility may be limited if data architectures differ
Sharing essential search / index data	Grant rivals access to indexes or algorithms under regulated terms	Would be a very heavy intervention, likely controversial
Financial penalties / oversight / audit obligations	Ensure Google sticks to new rules with consequences for violations	Political and legal pushback likely

Timeline

• The CMA's final decision on SMS designation is due by October 13, 2025. (AP News)
• After designation, the CMA will consult publicly and begin fleshing out which exact interventions it will require and when. (The Guardian)
• Some tougher, more structural measures (e.g. deep data sharing, index mandates) may be delayed or deferred to 2026, as the CMA phases implementation. (Reuters)
• The decision on whether to extend SMS status to Google's mobile / OS / phone-level activities is expected later this month (i.e. October) or soon thereafter. (Financial Times)

So within the next few weeks to months, we should see more concrete proposals and possibly binding rules.

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Broader implications & pushback

• Google's stance: The company warns that heavy regulation could slow innovation in the UK or deter new product launches. (The Guardian)
• Political constraints: The Labour government has emphasized growth and investment, which may limit how aggressively the CMA wields its powers. Observers view this designation as partly symbolic without strong backing. (Reuters)
• Global context: This is part of a broader wave of regulatory pressure on Big Tech - the EU, U.S., and others are also scrutinizing Google's dominance in search, advertising, and AI. (Politico Pro)

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General Press Coverage:

• Financial Times
• The Guardian
• Reuters
• Standard
• Euractiv
• livemint
• BBCc
• RTE
• Politico