Google Investigated By UK Watchdog. Here’s Why

The Competition and Markets Authority started a formal probe into Google’s services on 1 January 2025. Officials say these updated regulations grant new means to intervene if a major business is suspected of unfair tactics in digital industries.

The agency intends to see if Google’s search and advertising setup hinders competition and limits choices. Reports say that Google handles over 90% of general searches in the UK, and this brings up the question about the effects this has on smaller businesses trying to gain ground.

Some estimates say search ads can cost about £500 per household each year. Many question if stronger competition can keep these expenses lower. This inquiry also reviews data practices, including how well consumers grasp the terms of sharing personal information.

The CMA may grant a business “strategic market status” if it holds a firm grip on a sector and has large global or local revenue. Google’s case will be studied in the coming months to see if it fits that category. Many watchers expect lively debate during this phase.

Sarah Cardell, Chief Executive of the CMA, said, “Millions of people and businesses across the UK rely on Google’s search and advertising services – with 90 per cent of searches happening on their platform and more than 200,000 UK businesses advertising there.

“That’s why 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.

“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 advertiser or a news organisation, we want to ensure there is a level playing field for all businesses, large and small, to succeed.”

 

 

What About Google’s Conduct?

 

Investigators ask if smaller engines face barriers that keep them out. Google arranges deals with device makers and browsers, placing its service as the default. Authorities want to see if that situation prevents growth for rivals hoping to expand.

Officials also look at how Google orders shopping or travel results. Some say it pushes its own platforms first, harming independent sites. They question if that undermines fair treatment across the marketplace.

The CMA will also study Google’s data gathering. They question the extent to which users grasp what they share. Critics claim a single company holding so much information can weaken competition and reduce room for new providers.

Publishers watch how their content might be used in Google’s AI tools. Text and videos could be leveraged without proper payment. Investigators wonder if creators need stronger safeguards to maintain control of their work.

 

What Awaits For The Search Company?

 

The CMA anticipates around nine months for this review. Officials plan to consult advertisers, publishers, consumer groups, and Google itself before making any decisions. A final judgment may arrive in October 2025.

If Google gains “strategic market status,” regulators may set new rules. These might concern data practices, hardware deals, or how sponsored links appear. The goal is to give smaller players a fair shot.

Analysts predict Google could be told to share certain data sets with rivals. That might lower costs for smaller agencies seeking new customers. Others worry forced disclosure will reduce incentives to develop new tools.

Publisher rights are still on the table. Google’s AI assistants may pull text, audio, or images without proper rewards for original creators. Regulators will decide if updated safeguards are needed so that writers and musicians retain control. Many in the publishing world hope for a fair outcome that prevents misuse of copyrighted works.