"Google could face tougher rules in the UK after the country's Competition and Markets Authority (CMA) designated the company as having a strategic market status (SMS). The CMA stated it conducted legal tests to designate the company with SMS in general search and advertising services, making it the first to be classified with the status. Under new digital markets regulation introduced at the start of 2025, the CMA is able to take targeted and proportionate action to improve competition,"
"The CMA launched its investigation into Google's general search and advertising services on 14 January, and then proposed assigning the status in June. Since this proposed decision, the CMA gathered evidence and received feedback from more than 80 stakeholders as well as having constructive feedback with the company."
"Will Hayter, executive director for Digital Markets at the CMA, said it found "Google maintains a strategic position in the search and search advertising sector, with more than 90 per cent of searches in the UK taking place on its platform"."
The Competition and Markets Authority designated Google as having strategic market status in general search and advertising, the first company to receive this classification. The CMA applied legal tests and launched an investigation on 14 January, proposing the designation in June and collecting evidence and feedback from over 80 stakeholders. Under new digital markets regulation from early 2025, the CMA can take targeted and proportionate actions to improve competition. The designation covers AI-based search features including AI Overviews and AI mode, while the Gemini assistant remains excluded for now but will continue to be reviewed. The designation does not imply wrongdoing or immediate requirements, but enables possible future interventions.
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