Can the CMA force Google to offer alternative search services?

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The CMA May Compel Google to Offer Alternative Search Services

Britain's Competition and Markets Authority (CMA) has indicated it may require Google to provide consumers with alternative search services. This potential action stems from a proposed designation of Alphabet-owned Google with "strategic market status," a move that would grant the regulator enhanced powers to intervene in the search market. The CMA's objective is to foster greater competition and innovation within the digital landscape.
Proposed Designation and Potential Mandates

The CMA is considering designating Google with "strategic market status," a move that, if confirmed in October, could lead to Google being compelled to offer alternative services. This designation would empower the CMA to mandate changes such as simplifying access to rival search engines and artificial intelligence assistants. The regulator has identified avenues to enhance market competitiveness and innovation, aiming to provide UK businesses and consumers with increased choice and control over their interaction with Google's search functionalities.
Rationale for Intervention

CMA Chief Executive Sarah Cardell stated that while Google has delivered significant benefits, the authority has identified opportunities to foster a more competitive and innovative market. Google accounts for over 90 per cent of search queries in Britain, with millions of individuals relying on it as an internet gateway and over 200,000 businesses depending on its search advertising to reach customers. The proposed targeted actions are intended to provide greater choice and control to users and unlock innovation opportunities across the UK's tech sector and broader economy.
Scope of Proposed Changes

The CMA's proposed designation and subsequent actions would encompass AI-based search features, reflecting the evolving search market. While the designation does not directly target Google's Gemini AI Assistant, it will be kept under review as usage patterns develop. The CMA has also outlined a roadmap for further actions, with plans to address more complex issues, such as Google's treatment of rival specialised search firms and transparency in search advertising, starting in 2026. Additionally, a separate investigation into mobile operating systems by the CMA also targets Google and Apple.

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Can the CMA force Google to offer alternative search services?

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