Google may soon be required to offer UK users more choice over their default search engine after the Competition and Markets Authority (CMA) designated it with “strategic market status” under new digital competition laws.
While the move does not imply wrongdoing, it enables the regulator to pursue targeted interventions to promote fair competition, including potential measures like “choice screens” and ranking transparency.
Google has warned that such steps could stifle innovation and slow AI development.
The CMA, citing Google’s 90% share of UK searches, will consult on specific changes later in 2025. Consumer advocates have welcomed the decision as a major step toward curbing Google’s dominance, amid parallel regulatory actions in the US and EU.
Image credit: Sarah B
