UK Regulator Urges Google to Offer More Search Choice for Users
Google may need to introduce changes in the UK to provide consumers with more options when choosing online search services, according to the Competition and Markets Authority (CMA).
The CMA is examining Google under a new law that allows the regulator to require changes from companies that hold significant influence in a market.
Google currently dominates the UK search market, with over 90 percent of searches and around 200,000 businesses relying on its advertising services to reach customers.
While the CMA has not accused Google of anti-competitive behavior, it has outlined potential steps the company could take ahead of a final decision expected in October. These proposals include introducing "choice screens" to help users access other search engines and increasing transparency for content publishers.
Google's parent company, Alphabet, responded by saying the CMA's recommendations were overly broad but confirmed it would cooperate with the investigation.
CMA chief executive Sarah Cardell said that although Google Search has delivered substantial benefits, early findings suggest there is room to make the market more open and competitive. She emphasized that the proposed changes are designed to give users and businesses more control over how they interact with Google Search.
Google, however, expressed concerns about the potential consequences of the CMA’s intervention, warning that it might impact businesses and consumers in the UK. A spokesperson said that while Google has historically launched innovations in the UK early, stricter regulations could change that.
The investigation began in January, with the CMA aiming to ensure fair competition. It gathered feedback from 47 organizations, including airlines, online retailers, and media publishers.
EasyJet noted that changes to Google’s search functions in the European Union had increased traffic to third-party travel sites that misrepresented their services. Google acknowledged the changes were made to comply with EU digital market rules but added that they negatively affected direct traffic to airlines and hotel websites.
Retailers such as LoveHoney and Ann Summers also raised concerns, stating that Google’s SafeSearch feature reduced visibility for their websites due to content restrictions.
The trade group UK Hospitality advised the CMA to avoid replicating EU-style search requirements, cautioning that they might lead to unexpected negative impacts for both users and businesses.
There are also concerns about how these changes might affect AI-driven search. Sebastian Cuttill from the News Media Association said the CMA’s review could be significant for AI services like Google's AI Overviews. He added that improving transparency around how Google uses news content in these tools would benefit publishers.
Media outlets, have raised issues about their content being used to train AI tools without proper permission or compensation. Cuttill emphasized that increasing transparency would help build trust and promote fair use.
Google's search practices are also under scrutiny in other countries. In the United States, a judge ruled last year that the company operated an unlawful search monopoly. In Europe, Google has faced enforcement actions, including a €2.4 billion fine for favoring its Shopping service in search results, a decision that was upheld by the EU's highest court.
Found this article interesting? Follow us on X(Twitter) ,Threads and FaceBook to read more exclusive content we post.
