British regulators are contemplating new measures that could compel Google to increase competition within its search engine. This comes as worries grow about the impact of artificial intelligence on both competitors and media outlets.
On Tuesday, the UK’s Competition and Markets Authority (CMA) announced it might designate Google with “strategic market status.” This classification would grant the agency the authority to take action. A final decision is anticipated by October 13.
The CMA has reported hearing various concerns during its investigation, including the high costs of search advertising compared to what would be expected in a more competitive environment, as well as difficulties faced by publishers in receiving fair compensation for their work.
Additionally, the agency indicated it would look into potential harms from Google’s AI-driven search features.
Several potential changes have been identified, including requiring “choice screens” to help users access alternative search engines, preventing Google from favoring its own services in search results, and providing publishers with greater control over how their content is displayed.
“The CMA’s proposed strategic market status would cover AI-based search features, though not the Gemini AI Assistant itself,” the agency stated.
As previously reported, Google has been under scrutiny both in the US and internationally for its “AI Overviews,” which place AI-generated summaries at the top of search results while relegating external links.
The company is also testing an “AI Mode” that responds to user queries in a conversational manner rather than through traditional search output.
In response to the proposed regulatory changes, Google warned that they could significantly impact businesses and consumers in the UK. Oliver Bethell, Google’s senior director for competition, noted that the CMA’s designation does not imply any anti-competitive behavior but highlighted challenges ahead for the company.
Meanwhile, the News/Media Alliance, representing over 2,000 media outlets including The Post, commended UK regulators for their scrutiny.
CEO Danielle Coffey emphasized the global nature of the issue, stating, “This isn’t just about search results or AI — it’s about ensuring one company doesn’t have control over everything. Fair competition leads to more choices and innovation for everyone.”
This development adds to Google’s challenges, as the company faces increasing regulatory pressure in both the US and the European Union.
US District Judge Amit Mehta is expected to decide by August whether to dismantle Google’s search dominance, following a ruling last year that identified the company as a “monopolist.” Additionally, Google is involved in a separate antitrust case regarding its digital advertising practices, with potential remedies to be discussed in an upcoming trial.
