CMA opens fresh probe into Google’s search domination

Google is facing yet another investigation over its dominance of online search, with the UK’s competition watchdog following probes in both EU and the US, over whether it has too much power.

The Alphabet Inc owned business holds a 90% share of the web searches carried out in the UK and the Competition & Markets Authority will investigate whether it is using that dominant position to harm competition or choice for users, including advertisers.

In the US, the Department of Justice has already demanded that Google sells its web browser Chrome, shares data and search results with rivals and possibly even flogs off its Android operating system to stop the tech giant from maintaining its monopoly in online search.

The proposed measures, branded “staggering” by Alphabet, are part of a landmark case in Washington, which has the potential to turn the online advertising market on its head.

In the UK, this is CMA’s first investigation after gaining new powers under the Digital Markets, Competition & Consumers Act (DMCC Act) of 2024, which came into force earlier this month.

New measures to block tech giants from using their huge banks of customer data to give themselves an unfair business advantage – and promote their own services over rivals’ – are among the leading proposals in the UK’s new digital markets competition regime.

The regulator maintains says it wants to ensure the tech giant is “delivering good outcomes for people and businesses” and that there is a “level playing field” for rivals.

It says it will take a “proportionate and transparent approach” to this investigation which must be completed within 9 months. It will now focus on engaging a wide range of stakeholders – including advertising firms, news publishers and user groups – as well as gathering evidence from Google before reaching a decision by October 2025.

CMA chief executive Sarah Cardell said: “Millions of people and businesses across the UK rely on Google’s search and advertising services – with 90% searches happening on their platform and more than 200,000 UK businesses advertising there. That’s why it’s so important to ensure these services are delivering good outcomes for people and businesses and that there is a level playing field, especially as AI has the potential to transform search services.

“It’s our job to ensure people get the full benefit of choice and innovation in search services and get a fair deal – for example in how their data is collected and stored. And for businesses, whether you are a rival search engine, an advertiser or a news organisation, we want to ensure there is a level playing field for all businesses, large and small, to succeed.

In a statement Google said: “We will continue to engage constructively with the CMA to ensure that new rules benefit all types of websites, and still allow people in the UK to benefit from helpful and cutting edge services.”

Related stories
UK to rein in customer data use in big tech crackdown
Big issues to tackle in 2025: The trouble with online ads
Big issues to tackle in 2025: What’s the cost of privacy?
Tech giants rake in half of digital spend as agencies fall
Google balks at ‘staggering’ US call for Chrome sell-off
Industry braced for major disruption in online ad market
Google decision triggers warning of ‘major signal loss’

Be the first to comment on "CMA opens fresh probe into Google’s search domination"

Leave a comment