The UK Competition and Markets Authority (CMA) has announced that it is proposing to designate Google with “strategic market status” in general search and search advertising, following an investigation into challenges arising from Google’s dominant position in the UK search market. The effect of this status is that it would give CMA more power to intervene in search services. A final decision of this designation will be made in October 2025. In the meantime, the CMA has published a roadmap setting out potential early actions for Google to improve outcomes for consumers and businesses, such as requiring choice screens for users to access different search providers (potentially including AI assistants); ensuring fair ranking principles for businesses appearing on Google search; more transparency and control for publishers whose content appears in search results; and portability of consumer search data to support innovation in new products and services.
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