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Google Faces UK Shake-Up: Search Engine Changes May Be Coming

Google’s Grip on UK Search Challenged
by Outreach Bee Editor

Google may have to shake up its search engine in the UK so people really get a choice over which search tool they use. This comes after the Competition and Markets Authority granted Google “strategic market status” under a new law that took effect in January. Sounds technical? Sure. But it could reshape how you search online.

Some might wonder: does this mean Google did something wrong? Not exactly. The CMA hasn’t accused the company of misdeeds yet. Instead, they’ve opened the door to “proportionate, targeted interventions.” In plain English, regulators could step in if competition ever looks shaky.

Roadmap of Potential Measures

Here’s a quick glimpse at what might be on the table:

  • Choice screens to spotlight rival search providers
  • Powers for publishers to control how their content appears
  • A set of “fair principles” guiding how websites rank
  • An effective complaints process for unhappy businesses

These aren’t just ideas scribbled on a napkin. They’re part of the CMA’s carefully thought-through roadmap.

Google’s dominance is clear: over 90% of UK searches happen on its platform. That statistic alone leaves little room for doubt about the regulator’s next move.

Google Pushes Back

Google’s competition boss, Oliver Bethell, is fighting back. In a blog post, he stressed that UK businesses and consumers often get Google’s newest features months before anyone else in Europe. He pointed out that Google Search pumped £118 billion into the UK economy in 2023 alone. Impressive numbers, right? Bethell argues that some of the suggested changes could stifle UK innovation at a moment when AI-driven tools are taking off.

He isn’t alone in worrying about slowing growth. He’s suggesting a delicate balance: more choice without blocking progress.

A consultation on possible changes is expected later in 2025, so the debate is just getting started.

Consumer Voices and Global Context

Consumer groups are cheering. Which? policy boss Rocio Concha called the CMA’s decision “an important step,” praising the evidence gathering as robust. She points out that as GenAI tools evolve, regulators have to keep pace with Google’s influence.

But the CMA’s UK move isn’t happening in isolation. Across the Atlantic, the US Supreme Court recently declined to block a judge’s order to overhaul the Google Play Store, though Google scored a win about Chrome and Android. Meanwhile, the EU slapped the firm with a €2.95 billion fine for alleged ad-tech abuses in September.

So, is Google finally facing limits? Possibly. The next few months could bring some surprises.

As you click, scroll, and tap through search results, you might start seeing options you’ve never noticed before. Why not pay attention?

Share your thoughts below: do you want more say in which search engine you use? Join the conversation, leave a comment, and follow us on Facebook, X (Twitter), or LinkedIn to stay updated on this developing story.

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Sources:

  • www.bbc.com/news/articles/c98d7p8l9pro
  • www.theguardian.com/technology/2025/oct/10/google-given-special-status-by-watchdog-that-could-force-it-to-change-uk-search