Britain’s Competition and Markets Authority (CMA) has proposed to designate Google with “strategic market status” (SMS), a move that could compel the tech giant to rank businesses more fairly in its search results.
The designation, if confirmed by October, would mark the regulator’s first use of expanded powers targeting the world’s largest tech firms. The CMA said the measure aims to increase transparency for publishers, enhance access for rival search services, and improve data portability, thereby boosting innovation and economic growth.
The regulator’s Chief Executive, Sarah Cardell, acknowledged Google’s contributions to the digital economy but stressed the need to address the company’s dominance, with over 90% of UK search queries going through its platform.
She noted that the proposed interventions were “targeted and proportionate,” and would empower British businesses and consumers with more control over how they engage with Google’s services. The CMA added that over 200,000 businesses relied on Google’s search advertising, highlighting the platform’s significant influence on the UK’s digital market.
In response, Google expressed concern over the CMA’s direction, arguing that the SMS designation does not suggest any wrongdoing and warning that the proposed changes could pose challenges to key areas of its UK operations.
Oliver Bethell, Google’s senior director for competition, criticised the regulator’s broad and preliminary approach, urging more evidence before any concrete interventions. The CMA, however, maintained it was setting out a roadmap of changes to be finalised by October, with further investigations into more complex issues starting in 2026.
This latest regulatory action follows increased scrutiny of Google in both the U.S. and EU. The CMA’s broader agenda also includes a second investigation targeting mobile operating systems, which could see Google’s Android platform receive a separate designation.
Unlike the EU’s sweeping enforcement model, the UK’s post-Brexit approach favours more focused interventions. The CMA now has the authority to directly enforce rules and impose fines, reinforcing its intent to curb tech monopolies without stifling innovation.