UK May Mandate Google to Feature Links to Competing Search Platforms

• The UK Competition and Markets Authority (CMA) is investigating Google for potential market dominance in search services.
• Proposed changes may include “choice” screens for users and increased transparency for publishers.

The UK Competition and Markets Authority (CMA) examines Google’s search practices under a new regulatory framework to address market dominance. Google, which controls over 90% of the UK’s search market, is under scrutiny for potentially limiting consumer choice and competition.

The CMA’s investigation, initiated in January, is not currently accusing Google of anti-competitive behavior. However, it has outlined potential changes Google could implement to enhance market competition. These changes may involve introducing “choice” screens to allow users to select different search providers and improving transparency for publishers whose content appears in search results.

The average UK consumer conducts between five and ten searches daily, and businesses spend approximately £33,000 annually on Google advertising. The CMA suggests that increased competition could reduce these costs. The regulator’s chief executive, Sarah Cardell, stated that while Google has provided significant benefits, opportunities exist to make the market more open and innovative.

Google has expressed concerns about the potential impact of the CMA’s suggestions, stating that the proposed changes could significantly affect businesses and consumers in the UK. The company emphasized that the UK’s historical advantage of early access to Google innovations might be compromised by stringent regulations.

The CMA’s investigation includes input from various sectors, including airlines and media publishers, who have shared their experiences with Google’s search practices. Some organizations, like EasyJet, have reported negative impacts from similar regulatory changes in the European Union, which redirected traffic to online travel agencies and aggregators.

The trade association UK Hospitality has advised against adopting EU-style search requirements, warning of potential unintended consequences.

Google’s search operations have faced scrutiny globally, including a US ruling against its search monopoly and EU enforcement actions resulting in significant fines. The CMA’s final decision is expected in October.

Discover more at BBC.