The UK’s Competition and Markets Authority (CMA) has proposed to give Google “Strategic Market Status” (SMS) in general search and search advertising, a move that would give the regulator new powers to tackle what it sees as serious competition concerns in the UK’s digital economy.
The proposal, now open for consultation, could allow the CMA to impose targeted rules on how Google operates its search engine and advertising business in the UK. A final decision is expected by 13 October 2025.
According to the CMA, Google holds more than 90 percent of the general search market in the UK, making it the dominant gateway to online information for millions of users and a crucial platform for over 200,000 businesses seeking to advertise online. The CMA’s investigation has raised concerns that Google’s control over search data, ranking systems, and default settings on devices is limiting competition, raising advertising costs, and reducing transparency.
To address these issues, the regulator has set out a roadmap of potential early actions that it could take if Google is officially designated. These include giving users easier access to alternative search engines, ensuring that Google’s search results treat businesses fairly, and giving publishers more control over how their content appears in both search results and AI-generated summaries. The CMA also wants to make it easier for users to transfer their search data to other services, in the hope of encouraging innovation from new market entrants.
The CMA stressed that it aims to act proportionately and in a way that supports innovation, rather than stifling it. Its new powers under the Digital Markets Competition Regime are designed to be flexible, focusing on specific behaviours that could harm competition or consumers. The regulator has committed to a predictable and transparent process, promising that any actions will be carefully considered and tailored to the UK market.
While Google has begun integrating generative AI into its search tools—such as AI Overviews—and is developing its Gemini assistant, the CMA found that AI-based search tools are still far less widely used than traditional search. The proposed designation would apply to AI features within Google Search itself but not to standalone tools like Gemini, though the regulator said it will continue to monitor developments in that space.
CMA Chief Executive Sarah Cardell said that while Google has brought many benefits, the dominance of its search services raises important questions about fairness and innovation. She said the proposed measures are intended to give people and businesses more choice and control, while opening up new opportunities for tech innovation across the UK economy.
The CMA is currently focusing on its ongoing investigations into search and mobile ecosystems and does not expect to begin any new SMS investigations until 2026. However, it will keep its options under review and plans to consider next steps early next year.
The public, businesses, and other stakeholders are invited to submit their views on the proposed designation and roadmap before the CMA reaches its final decision this autumn.
