Regulator may force tech giant to support rivals and AI services
Britain’s Competition and Markets Authority (CMA) announced Tuesday it may impose new obligations on Google to ensure fairer business rankings and improve consumer choice in search results. The move marks the first use of post-Brexit powers aimed at reining in tech giants with “strategic market status” (SMS).
The proposed designation would give the CMA sweeping authority to intervene in Alphabet-owned Google’s search services. If confirmed in October, the CMA could compel Google to:
- Rank UK businesses more fairly in search results
- Improve transparency for publishers and advertisers
- Enable easier access to rival search engines and AI assistants
- Support data portability to aid competitors
Google pushes back against expanded oversight
Google criticized the scope of the CMA’s review as “broad and unfocused” and warned that “punitive regulation” could block innovation and growth in the UK. Oliver Bethell, Google’s senior competition director, urged the CMA to ensure any regulation remains “proportionate and evidence-based.”
Still, CMA chief executive Sarah Cardell defended the proposal, citing Google’s 90% dominance in UK search. “These actions would give businesses and consumers more control and unlock greater innovation,” she said.
Over 200,000 UK businesses rely on Google search ads to reach customers. The CMA aims to prevent market abuse without discouraging economic expansion in the UK’s tech ecosystem.
AI, Android and further regulation ahead
The designation would also cover AI search features, such as Google’s AI Overviews, but exclude its Gemini Assistant for now. The CMA said it would monitor AI’s evolution and consider further steps as needed.
The regulator also plans a separate investigation into mobile operating systems that could result in a second SMS designation focused on Android. More complex issues, including advertising transparency and treatment of rival services, are slated for review starting in 2026.
Global trend of tech scrutiny
This move follows increasing regulatory pressure on Google across the EU and US. The company has faced rulings on search and ad monopolies in the US and was charged in March by the EU for violating digital competition laws.
The CMA’s targeted approach differs from the EU’s broader tech regulations, as Britain seeks to balance oversight with innovation after Brexit.
