UK Watchdog Considers Forcing Google to Offer Rival Search Engine Options
Google could soon be required to provide UK users with more choice over which search engine they use, following a fresh investigation by the country’s Competition and Markets Authority (CMA).
Under powers granted by the UK’s new digital markets law, the CMA is assessing whether Google holds a dominant position in the online search and search advertising markets. With more than 90% of UK internet searches running through Google, and over 200,000 businesses relying on its platform to advertise, the CMA is exploring options to increase competition and consumer choice.
Although the regulator has stopped short of accusing Google of anti-competitive behaviour, it has proposed a number of possible changes – including introducing “choice screens” that allow users to select rival search engines, and improving transparency for publishers whose content appears in search results.
CMA Chief Executive Sarah Cardell said the changes aim to ensure digital markets remain “open, competitive and innovative.”
“Our investigation so far suggests there are ways to give UK businesses and consumers more choice and control over how they interact with Google’s search services,” she said, noting that the typical person in the UK makes between five and 10 searches a day.
A final decision on the matter is expected in October.
Google’s parent company, Alphabet, has criticised the CMA’s proposals as “broad and unfocused,” though it pledged to cooperate with the regulator. A spokesperson warned that the suggested changes could have “significant implications” for both UK businesses and consumers, and cautioned that the UK could lose early access to new Google features as a result of stricter regulation.
The CMA launched its inquiry into Google’s dominance in January, gathering input from 47 organisations including airlines, online retailers, and publishers. Several raised concerns about how Google’s practices affect their online visibility.
Airline operator easyJet pointed to EU-mandated changes that boosted rival comparison sites but reportedly redirected customers away from direct bookings. Retailers like LoveHoney and Ann Summers, which sell adult products, argued that Google’s SafeSearch filters negatively impacted their site visibility in search results.
Trade group UK Hospitality warned that following the EU’s example could lead to “unintended consequences” for both businesses and consumers.
The CMA’s review also touches on emerging technologies such as artificial intelligence. Sebastian Cuttill of the News Media Association noted the growing role of AI-driven search tools like Google’s AI Overviews, calling for more transparency over how news content is used in such systems. He described the potential implications for publishers as “massive.”
Globally, Google’s search business has come under increased scrutiny. A U.S. judge ruled in 2023 that the company operated an illegal monopoly in the search market. In the EU, Google has faced a string of enforcement actions – including a €2.4 billion fine for favouring its own comparison shopping service over competitors.
As the CMA moves closer to a decision, the outcome could reshape how UK consumers and businesses interact with the world’s most dominant search engine.
