The CMA has nine months to investigate whether Google should gain strategic market status. It must publish its decision by October 13.
Chief executive of the CMA, Sarah Cardell, said they are gathering evidence from news publishers, advertising firms, user groups, and Google to ensure its services deliver a good outcome for businesses and the UK public:
Sarah Cardell wrote in her statement:
“Millions of people and businesses across the UK rely on Google’s Search and advertising services—with 90% of searches happening on their platform and more than 200,000 UK businesses advertising there. That’s why sweden mobile numbers list it’s so important to ensure these services are delivering good outcomes for people and businesses and that there is a level playing field, especially as AI has the potential to transform search services.”
Cardell also said the CMA will ensure there’s a level playing field where all business sizes can succeed:
“It’s our job to ensure people get the full benefit of choice and innovation in search services and get a fair deal—for example, in how their data is collected and stored. And for businesses, whether you are a rival search engine, an advertizer, or a news organization, we want to ensure there is a level playing field for all businesses, large and small, to succeed.”
Potential outcome
If the Competition and Markets Authority designates Google as having strategic market status, the company could face strict restrictions on collecting and storing UK user data and running Search. The CMA’s decision could also force Google to alter its algorithms and how it ranks and displays advertisements on Search, potentially affecting visibility and costs.