The UK's digital watchdog is putting Google under the microscope—and what happens next could reshape how Brits interact with the internet.

Last week, the UK’s Competition and Markets Authority (CMA) announced it may designate Google with Strategic Market Status (SMS) under the new Digital Markets, Competition and Consumers (DMCC) Act. It’s a landmark move aimed at reining in Big Tech’s dominance, starting with how Google handles search results, user choice, and content control.

But what does this really mean for Google and for the rest of us?

Why Google’s Getting Targeted

The CMA’s case is simple: Google has a dominant position in the UK search market - handling over 90% of searches - and that level of power needs oversight.

If SMS status is confirmed, Google would be legally required to follow a new set of rules designed to:

Promote competition in the search market,

Prevent abuse of dominance, and

Give users and publishers more control over how content is surfaced and used.

What Changes Could Be Coming?

Here’s what’s on the table:

1. Fairer Search Rankings

The CMA wants to ensure search results aren’t unfairly biased in favour of Google’s own services. This could mean major changes to Google’s ranking algorithms in the UK.

2. Publisher Power

Publishers may get more say over how their content appears in Google results - including control over how it’s used in AI-generated answers.

3. Search Provider Choice Screens

Google may be forced to introduce “choice screens” on mobile devices and browsers, allowing users to easily select a default search engine - similar to what’s been done in the EU with browser choice.

Google’s Response: Concerned (and Possibly Slowing Down)

Unsurprisingly, Google isn’t thrilled. The tech giant has criticised the proposals as “broad and unfocused,” warning that the UK risks:

Delaying product rollouts for UK users,

Jeopardising a £1 billion London data centre investment, and

Imposing higher compliance costs on businesses that use Google services.

It’s a not-so-subtle way of saying: "Be careful what you regulate - you might hurt innovation."

What This Means for UK Businesses and Users

More Competition

These changes could level the playing field, giving smaller search providers (like DuckDuckGo or Ecosia) better visibility - and giving advertisers more choices.

Potential Cost Reductions

If ad auctions become more competitive, businesses may see lower CPCs and more transparency in ad performance data.

Slower Innovation?

On the flip side, if Google genuinely holds back new feature launches or infrastructure investment in the UK, users and businesses may find themselves behind their global counterparts.

Wider Implications: A Global Ripple Effect?

This isn’t just a UK story. It’s the first major test of the DMCC Act, and a signal to other markets - especially in the EU and US - that regulatory enforcement is becoming real.

The UK could become a blueprint for how governments around the world start reining in Big Tech dominance.

Final Thoughts

The CMA’s proposed intervention isn’t just about “fairness” - it’s about rebalancing power in the digital economy.

For Google, it’s a shot across the bow. For UK users and businesses, it could mean more choice, lower costs, and a more open internet. But we’ll have to watch closely to see if the CMA can strike a balance that fosters both competition and innovation - without driving key tech players to scale back their UK footprint.

The final decision is expected in October 2025. Until then, the battle lines are being drawn and the outcome could shape the future of digital search far beyond the UK.