The UK’s competition regulator has announced it is considering imposing new rules on Google aimed at providing users with alternative search engine options and more equitable search rankings. Additionally, the measures would enhance publishers’ control over how their content is utilized in search results and AI-generated overviews.
This development follows the enactment of Britain’s Digital Markets Competition Regime earlier this year, enabling regulators to designate certain companies as having “strategic market status” based on their dominance within specific sectors.
The Competition and Markets Authority (CMA), responsible for enforcing these regulations, has begun consulting on designating Google as one such strategically significant business. If applied, this designation would compel Google to adhere to specific regulatory demands. These demands include offering users transparent selection screens for alternate search providers—possibly extending to AI-assisted search platforms—and following strict guidelines for fair and unbiased ranking of search results.
Further, under these potential new rules, publishers would gain expanded powers to determine how their content is presented in both traditional search results and AI-driven tools like Google’s Gemini AI Assistant. Additionally, users would benefit from improved data portability rights, enabling them easier access and transfer of personal search histories.
Sarah Cardell, CMA’s chief executive, highlighted Google’s prominent role in the UK’s digital economy, noting that British firms spent over £33,000 per advertiser on Google search ads last year alone. Given that the company commands more than 90% of general internet search queries within the United Kingdom, Cardell argued that stronger regulation could promote healthier competition and lower costs.
“If competition was working well, we would expect these costs to be lower,” Cardell stated. “These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services, as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy.”
The CMA’s consultation period seeks input from industry participants and stakeholders, with a final decision regarding Google’s potential designation set for October 13. At this point, Google has not yet responded publicly regarding these proposed regulations.
