UK Regulator Proposes New Oversight for Google's Search Engine

The UK's competition regulator has proposed designating Google as a company with "strategic market status," a move aimed at strengthening oversight of the tech giant's search engine operations. This proposal marks the first instance under the UK's newly implemented regulatory framework for tech giants. The designation would empower regulators to mandate that Google ensures its search results' commercial rankings are more equitable.

The UK's Competition and Markets Authority (CMA) has outlined that this designation is the first of its kind under the new regulatory regime, which aims to address the dominance of large tech companies in the market. The CMA's proposal underscores the UK's commitment to fostering a more competitive digital landscape by imposing stricter controls on companies that hold significant market power. This move is part of a broader effort to ensure that digital markets operate fairly and that consumers benefit from increased competition and innovation.

If the final designation is approved in October, the CMA plans to take measures requiring Google to simplify the process for users to access competing search services. Additionally, the proposal aims to provide publishers with greater transparency and control over their content appearing in search results. Google will also be required to enhance data portability to assist new enterprises in launching innovative products.

As the first company to be designated under the new regulatory powers granted this year, Google currently holds over 90% of the search market share in the UK. Sarah Cardell, the CMA's chief executive, acknowledged that while Google has brought significant benefits to the market, there is still room for improvement in terms of competition and innovation. She added that the CMA has developed a follow-up regulatory roadmap specifically for Google.

"These targeted and proportionate measures will provide UK businesses and consumers with more choices, allowing them to better control their interactions with Google's search services. This will also unlock more innovation opportunities for the UK's tech industry and the broader economy," Cardell stated.

Google, however, expressed concerns about the potential impact of these measures on UK businesses and consumers. Oliver Bethell, Google's senior director of competition, noted, "Our concern is that the CMA's scope remains broad and lacks focus—considering a range of interventions without providing any evidence."

The CMA also revealed plans to take further action starting in 2026 to address more complex, long-term issues such as how Google treats vertical search competitors and the transparency of search advertising.