UK may require Google to give users alternative search options and rank its results ‘more fairly’

The United Kingdom’s competition watchdog is poised to introduce stringent new measures that could reshape Google’s dominant position in the search market. The Competition and Markets Authority (CMA) announced on Tuesday it is initiating a consultation to potentially designate Google with “strategic market status” under the recently implemented Digital Markets Competition Regime.

This designation, if confirmed, would compel the search giant to implement a series of reforms, including offering users alternative search options, ensuring “fairer” ranking of search results, and granting publishers greater autonomy over how their content is utilized within Google’s search and burgeoning AI Overviews features. This move comes as regulators worldwide scrutinize the market power of major tech firms.

A key proposal under consideration is the requirement for Google to provide “choice screens.” These screens would empower users to easily select and switch between various search services, potentially encompassing emerging AI Assistants. Furthermore, Google would be mandated to adhere to transparent and fair ranking principles for its search results, addressing long-standing concerns about potential algorithmic bias.

The CMA also aims to give publishers more control over their content. This includes ensuring that content collected for traditional search is used ethically and with appropriate consent within Google’s expanding AI services, such as AI Overviews and the Gemini AI Assistant. Another significant measure targets data portability, enabling users to transfer their personal data, including their search history, more freely.

Sarah Cardell, the chief executive of the CMA, underscored the urgency of these actions in a recent blog post. She highlighted Google’s overwhelming market share in the UK, stating, “Google search accounts for more than 90% of all general search queries in the UK, with millions of people relying on it as a key gateway to the internet.” Cardell also pointed out that UK businesses collectively spent over £33,000 per advertiser on Google search ads last year, suggesting that “If competition was working well, we would expect these costs to be lower.”

In a separate statement, Cardell emphasized the potential benefits of these targeted interventions: “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 consultation period for this pivotal designation is currently underway, allowing industry stakeholders to submit their opinions. The CMA is expected to make its final decision on Google’s strategic market status by October 13. As of this report, Google has not publicly responded to the CMA’s announcement.