UK Considers Forcing Google to Offer Alternative Search Options

U.K. Regulator Considers New Google Market Designation

The competition regulator in the U.K. announced on Tuesday that it is evaluating a new market designation for Google. This potential designation would necessitate the tech giant to present users with alternative search options.

Furthermore, Google would be required to rank search results in a “more equitable” manner and grant publishers increased authority over the utilization of their content within search and AI Overviews.

New Digital Markets Competition Regime

The U.K.’s Competition and Markets Authority (CMA) initiated a consultation to determine whether to designate Google with “strategic market status” under the recently implemented digital markets competition regime.

This regime came into effect earlier in the year. The CMA asserts that this designation is appropriate for companies possessing a “sufficiently powerful position” within their respective markets.

Proposed Measures for Google

If designated, Google would be obligated to comply with several measures. These include:

• Choice screens enabling users to select and switch between various search services, potentially encompassing AI assistants.
• The implementation of fair ranking principles for search results.
• Enhanced controls for publishers regarding how their content—gathered for search purposes—is employed in Google’s AI services, including AI Overviews and the Gemini AI Assistant.
• Ensuring users have the ability to transfer their data, such as their search history.

Advertising Costs and Market Dominance

According to a blog post by CMA chief executive Sarah Cardell, U.K. businesses expended over £33,000 per advertiser on Google search ads last year.

Google search currently handles more than 90% of all general search queries in the U.K., serving as a primary access point to the internet for millions. Cardell noted that greater competition would likely result in lower advertising costs.

Impact on Businesses and Innovation

Cardell stated that these actions are “targeted and proportionate” and would empower U.K. businesses and consumers with greater choice and control over their interactions with Google’s search services.

This, in turn, could stimulate innovation within the U.K. tech sector and the broader economy.

Next Steps and Timeline

The CMA is presently gathering feedback on this designation and the proposed measures from industry stakeholders. A final decision regarding the designation is expected by October 13.

A request for comment sent to Google has not yet received a response.