Google may be required to make changes in the UK to give consumers greater choice over their preferred search engines, according to the Competition and Markets Authority (CMA). Reports Technology News
The CMA is investigating the US tech giant under new powers that allow the regulator to impose changes on companies that hold dominant positions in specific markets. Google currently controls over 90% of search activity in the UK, with around 200,000 businesses relying on its search advertising platform to connect with customers.
While the CMA is not accusing Google of anti-competitive behaviour at this stage, it has outlined a “roadmap” of potential reforms ahead of a final decision expected in October. These proposed changes include introducing “choice screens” to let users select from a range of search providers, along with greater transparency and control for publishers whose content appears in search results.
Alphabet, Google’s parent company, described the CMA’s proposals as “broad and unfocused” but said it is committed to “working constructively” with the regulator.
The CMA noted that the average UK resident performs between five and 10 searches daily, and businesses spend roughly £33,000 a year on Google ads. It added that with better market competition, advertising costs could be reduced.
