The UK’s Competition and Markets Authority (CMA) is taking prompt action in 2025, initiating its first antitrust investigations under its newly-enforced regulations. Google Search, with its market-leading position and burgeoning advancements in AI Search, is under scrutiny. The CMA seeks potential remedies to advance competition in this space.
The investigation is primarily concerned with the possibility of designating Google’s search business as having “strategic market status”, which may result in conduct requirements or pro-competition interventions. Primarily, the CMA will probe Google’s competition posturing and entry barriers in search technology. Another aspect under examination is Google’s potential bias towards its services in advertising and AI. Lastly, the CMA will review Google’s data collection practices.
Google’s vast market hold, accounting for over 90% of all general search queries in the UK, and extensive advertiser base of over 200,000 businesses, makes it a prime subject for this investigation. Google’s recurring antitrust confrontations globally bolsters this narrative.
This launch follows Google’s efforts to enhance its search experience in response to emerging AI-based services. The investigation’s outcome may catalyse strategic shifts, including opening up search and advertising results to competitors or potentially breaking up business units.
Considering the widespread reliance on Google’s search and advertising services, this investigation signifies a notable stride towards ensuring fair competition and consumer benefit, especially in the emerging AI-driven search services realm.
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