Google Faces Scrutiny as UK Watchdog Proposes Search Changes

Google is facing potential changes to its search services following proposals from the Competition and Markets Authority (CMA), aimed at ensuring publishers receive a “fairer deal” regarding their content. The CMA’s recommendations come after the agency designated Google with “strategic market status” in October 2023, citing the company’s “substantial and entrenched market power” in the search sector.

Proposed Measures to Enhance Fairness

The CMA’s proposed measures focus on improving transparency and choice for content creators, particularly news organizations. Under the new rules, Google would need to provide publishers with greater control over how their content is utilized in the company’s AI Overviews. This feature, which integrates AI into search results, has raised concerns about how it impacts the visibility and usage of publishers’ material.

Additionally, Google would be obligated to demonstrate to the CMA and users that its search results are ranked fairly, including those generated by AI technologies. This is intended to foster a more equitable environment for all content creators.

Another significant aspect of the proposal involves making it easier for users to switch search services. The CMA suggests implementing a legal requirement for a default choice screen on Android devices and the Chrome browser. This change aims to enhance competition and give consumers more options when selecting their search services.

Data Portability and Consumer Choice

Furthermore, the CMA is advocating for measures that would allow for data portability. This would enable users and businesses to make better use of search findings, thereby enhancing their overall experience. The goal is to create a more competitive landscape that benefits both consumers and businesses.

Sarah Cardell, chief executive of the CMA, emphasized the importance of these proposals. She stated, “Today is an important milestone as we consult on the first conduct requirements under the digital markets competition regime in the UK. These targeted and proportionate actions would give UK businesses and consumers more choice and control over how they interact with Google’s search services.”

Cardell further noted that these measures would unlock greater opportunities for innovation within the UK tech sector and the broader economy, while ensuring a fairer deal for content publishers, especially news organizations.

The CMA is now seeking feedback on its proposals, with a deadline set for February 25, 2024. This consultation marks the inaugural use of the CMA’s new powers to impose conduct requirements on firms designated with strategic market status, reflecting a significant step in addressing the dominance of major technology companies.

As the CMA moves forward with its consultation process, the outcomes could have substantial implications for how Google operates within the UK market and how publishers interact with one of the world’s largest tech giants.