LONDON (ShareCast) - (Sharecast News) - Google may have to make changes to its search engine in the UK and give users the option to try alternative services as the competition watchdog looks to tighten regulation of the tech giant.


The Competition and Markets Authority (CMA) said it was planning to give Google "strategic market status", allowing the regulator extra powers over companies with a significant market presence.



Google accounts for more than 90% of searches in Britain and is also used by more than 200,000 businesses to reach customers. Under the CMA plans it could be forced to introduce new "fair ranking" measures for its search results as well as giving further support to publishers on its platform over how their content is used, including in AI-generated responses

It added that users could also be given "choice screens" to help them switch between search services, ensuring fair ranking of search results, and more control for publishers.

A final decision is set to be made by October after a consultation period.

"Google search has delivered tremendous benefits - but our investigation so far suggests there are ways to make these markets more open, competitive and innovative," said CMA boss Sarah Cardell.

"Today marks an important milestone in our implementation of the new Digital Markets Competition Regime in the UK. Alongside our proposed designation of Google's search activities, we have set out a roadmap of possible future action to improve outcomes for people and businesses in the UK.

"These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google's search services - as well as unlocking greater opportunities for innovation across the UK tech sector and broader economy."

Reporting by Frank Prenesti for Sharecast.com

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