For years, Google’s search engine has served as the primary portal to the internet for millions around the world. However, the UK’s Competition and Markets Authority (CMA) is proposing substantial changes through increased regulation of Google’s search practices within the country. This initiative arises from an antitrust investigation initiated earlier this year, which could drastically alter how search results are displayed and how businesses engage with the tech giant. The CMA is considering designating Google’s search services as having “strategic market status” (SMS).

This designation is intended not as an accusation of wrongdoing but as a way to impose closer scrutiny and encourage a fairer competitive landscape. The rationale behind this proposal stems from numerous concerns, including the high costs of search advertising for businesses and the lack of transparency surrounding the ranking of search results. There are also apprehensions about Google’s extensive access to website data and historical search information, as well as the terms it provides to publishers, particularly with the rise of AI-generated content. If the CMA moves forward with the SMS designation, it plans to introduce early priorities for Google, with an initial deadline set for October 13.

The changes proposed are significant and may require users to encounter “choice screens,” allowing them to select from various search providers. New rules may also be established to enforce fairer ranking practices, which could create a more equitable environment for all players in the market. Additionally, publishers might experience increased transparency and greater control over how their content is utilized in search results and AI summaries. Finally, there is an emphasis on enhancing the portability of consumer search data, which could stimulate innovative developments in the tech industry by simplifying the process for users to switch services.

Sarah Cardell, the CMA’s CEO, has highlighted that the ultimate aim of these actions is to empower UK businesses and consumers with more options and control. Although the SMS designation does not imply anti-competitive behavior by Google, it paves the way for increased regulation and oversight. Looking ahead, the CMA has plans to address more intricate issues related to search starting in early 2026, reflecting its commitment to ensuring fair competition in the digital landscape.