Google Search Could Change Forever in the UK

image via WIRED

October 10, 2025, 2:16 PM

• •Google Search accounts for over 90% of general search queries in the UK.
• •The CMA could implement 'choice screens' and 'fair ranking principles' to promote competition.
• •New measures may affect Google's AI Overviews and how it uses publisher content.
• •Google warns that the regulations could inhibit innovation and harm businesses.

The UK's Competition and Markets Authority (CMA) has designated Google Search with Strategic Market Status, allowing for increased regulation. This designation, under the new Digital Markets, Competition and Consumers Act, could force Google to offer users choices of rival search engines. The CMA's investigation, which also targets Apple, follows concerns over Google's market dominance and potential impact on publishers. Google has expressed concerns that the measures could harm innovation.

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