The CMA can require SMS-labelled firms to meet specific conduct requirements, preventing large firms from utilizing customer data unfairly and enhancing competition.
CMA's investigations will initially focus on Apple and Google's ecosystems, reflecting concerns over their influence and potential hindrance to competition and innovation.
CMA CEO Sarah Cardell stated the new regime will bolster investment and ensure a fair playing field, benefiting both consumers and smaller businesses.
This new framework aims to allow easier switching between digital service providers and stimulate competition, ultimately benefiting the UK market and consumers.
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