The UK’s Competition and Markets Authority (CMA) has launched an investigation into Google’s search services under new digital market rules. The CMA aims to determine if Google’s search and search advertising services should be designated with strategic market status (SMS). If Google’s services are designated with SMS, they will need to comply with new digital markets competition rules established by the Digital Markets, Competition and Consumers Act (DMCCA).
The investigation will explore whether Google should be subject to specific conduct requirements or pro-competition interventions mandated by the CMA. Sarah Cardell, the CMA’s chief executive, emphasized the importance of ensuring good outcomes for users and businesses reliant on Google’s search and advertising services. She stated that millions of people and businesses across the UK rely on Google’s search and advertising services, with 90% of searches happening on their platform and more than 200,000 UK businesses advertising there.
The CMA plans to complete the investigation within nine months, gathering feedback from stakeholders and evidence from Google. A decision is expected by October this year. A Google spokesperson responded by highlighting the positive impact of Google Search on UK businesses and affirming their commitment to constructive engagement with the CMA.
CMA investigates Google’s market status
They stated that they want to ensure that new regulations benefit all types of websites while continuing to offer innovative services to users. The CMA’s investigation process will involve engaging a broad range of stakeholders including advertising firms, news publishers, and user groups.
The statutory deadline for completing this investigation is 13 October 2025, with preliminary findings expected by October 2025. This announcement comes as other authorities in the US, Europe, and Australia are also scrutinizing search-related activities. The CMA is in regular communication with these global counterparts to align efforts.
Google stated that people across the UK trust Google Search to help them find what they need. They also mentioned that search helps millions of British businesses to grow and reach customers in innovative ways. Google’s products, including Search, contributed an estimated £118 billion in economic activity in 2023 in the UK, supporting over a million businesses across the country.
Google welcomes the recognition of the importance of digital technologies to power growth, and the need to align regulatory decisions with the Government’s growth mission. They believe that a pro-innovation, evidence-based regime will help UK consumers and businesses by expanding options, reducing prices, and opening new markets.
