Google has faced considerable scrutiny in recent years. In the United States, calls for it to divest its Chrome browser and break up its ad-tech platform have intensified. Similarly, the UK’s Competition and Markets Authority (CMA) has proposed targeted actions to review how Google operates.

As highlighted by the BBC, the CMA recently published its findings following an initial investigation into Google conducted earlier this year. The report indicates that “Google search accounts for over 90% of all general search queries in the UK.” This brings into focus the 200,000 UK businesses that rely heavily on this service.

The CMA aims to foster competition and ensure UK consumers and businesses are shielded from unfair practices. It aspires to grant Google Strategic Market Status (SMS), which carries implications for how Google conducts its services.

Cardell stated, “These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services.”

A critical part of these measures involves creating choice screens to facilitate users choosing and switching between various search services, enhancing transparency regarding search rankings, and giving businesses recourse against perceived unfair practices.

The CMA’s investigation suggests, “Google may not consistently provide fair search ranking and is able to rapidly (and with limited transparency over when or why) introduce changes to ranking.” Features such as exclusive browser deals with firms like Apple and Samsung have been identified as factors that limit competition.

Google responded, affirming the beneficial impact of its services in the UK and expressing concerns about the CMA’s broad and unfocused approach. The conclusion regarding SMS designation is expected by October 13.