The UK Competition and Markets Authority (CMA) is considering obliging Google to review the principles of ranking companies in search results. This may be the first time that the agency will apply expanded powers to a multinational technology corporation, using a recently approved legal mechanism to control digital markets.
Google can potentially receive the status of a company with" Strategic market value " (Strategic Market Status), which provides for new responsibilities and restrictions. Assigning this status gives the CMA the right to interfere with the platform's operation at the system level — including requiring changes in the logic of search algorithms, achieving equal access for all market participants. This is about creating a fairer environment for companies competing in the digital environment, and eliminating the benefits that Google can enjoy by integrating its own services.
The head of the British competition Authority, Sarah Cardell, said that Google retains a dominant position in the Internet search market in the UK, and this creates risks for competition and innovation. According to her, if companies are given fairer access to the audience, and consumers - to alternative services, it will strengthen the competitive environment and improve the choice for users.
In addition to changes in search algorithms, a commitment is being discussed to simplify the transfer of user data between platforms, so that users can move to other digital service providers without restrictions. We also consider mechanisms that help increase transparency in advertising and the provision of services based on artificial intelligence.
At the same time, the CMA emphasizes that it does not seek to undermine the investment attractiveness of digital platforms. The regulator aims to create a balanced regulatory model in which the interests of consumers, entrepreneurs and the innovation sector are taken into account on an equal basis.
Against the backdrop of growing global pressure on tech giants, the UK is showing a desire to take an active position in shaping the rules of the digital market. In addition to Google, other key industry players — Apple, Meta, and Microsoft-are also being monitored.
