The U.K. Competition and Markets Authority (CMA) is evaluating a potential redesignation of Google under its newly established Digital Markets Competition Regime. This could require Google to provide users with alternative search options, implement fairer ranking of search results, and enhance content control for publishers. This move comes in response to Google’s dominant market position, where it handles over 90% of search queries in the U.K., and aims to foster competition, innovation, and reduce advertising costs for businesses.
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. If competition was working well, we would expect these costs to be lower.
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.
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