The Competition and Markets Authority (CMA) is proposing a series of measures to reshape how Google delivers search results in the UK, a move that could significantly impact businesses and consumers alike.
A New Era for UK Search?
Regulators are taking aim at Google’s dominance in the search market, seeking fairer practices for advertisers and more transparency in AI-driven results.
- Last October, the CMA designated Google search and search advertising with “strategic market status,” paving the way for potential interventions.
- The regulator is focused on ensuring the roughly 200,000 UK businesses that spend £10 billion annually on Google advertising are treated equitably.
- Proposed changes include giving publishers more control over how their content appears in Google’s AI-generated overviews and ensuring fairer ranking of organic search results.
- The CMA is also monitoring a similar antitrust case brought by the US Department of Justice against Google.
The CMA classified Google search and search advertising with strategic market status (SMS) in October. This designation allows the CMA to implement targeted interventions to foster competition and ensure fair treatment for those who rely on Google’s services. The regulator’s focus extends to the £10 billion spent each year by 200,000 UK businesses on Google advertising, aiming to level the playing field.
Internet search is now considered central to both the economy and daily life. As search engines increasingly integrate AI-generated responses, the CMA is paying close attention to these evolving capabilities. Will Hayter, executive director for digital markets at the CMA, explained, “Our goal is to support innovation and growth, ensure people benefit from a high-quality digital experience, deliver fairer outcomes for content publishers and help businesses and consumers make active, informed choices.”
What does this mean for publishers? The CMA proposes that Google provide publishers with a meaningful say in how their content is utilized in AI-generated responses, both within search results and beyond. Greater transparency is also sought regarding how publisher content influences these AI responses and how users interact with them. Crucially, the CMA is demanding proper attribution of publisher content in AI results, accompanied by a clear explanation of the process.
Regarding organic search rankings, the CMA proposes that Google rank websites fairly, avoiding preferential treatment for those who advertise with Google or have other commercial arrangements with the company. The CMA also wants more insight into Google’s ranking methodologies, including those used in AI Overviews and AI Mode, and is calling for improved complaint processes for ranking concerns.
Sarah Cardell, chief executive of the CMA, stated, “Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK.” She added that these 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. They would also provide a fairer deal for content publishers, particularly news organisations, over how their content is used in Google’s AI Overviews.”
The CMA is closely monitoring the US Department of Justice’s efforts to address anti-competitive practices by Google in the search market. In August 2024, a US District Court for the District of Columbia issued a 277-page opinion, concluding that “Google is a monopolist, and it has acted as one to maintain its monopoly” in violation of Section 2 of the Sherman Act. The Justice Department indicated in September that it would review the opinion to determine its next steps.
