Key Takeaways
- Google’s search and advertising businesses are the subject of a new investigation from United Kingdom regulators.
- The regulators will probe whether Google’s dominant position in those markets help or hurt consumers.
- The UK adopted new, stricter antitrust rules at the start of 2025, joining the U.S. and Europe in challenging the biggest tech companies.
Regulators in the United Kingdom have opened an investigation into the market position of the search and advertising services of Alphabet’s (GOOGL) Google, the first under new antitrust rules that went into effect with the start of the new year.
The Competition and Markets Authority said Tuesday that it will investigate whether Google has “strategic market status” in the search and search advertising industries. If Google is found to have SMS in the sectors, the designation would allow regulators to “impose conduct requirements or propose pro-competition interventions” that could improve the market for consumers and businesses.
Google accounts for at least 90% of searches in the U.K., according to the CMA, and works with over 200,000 companies that use its search advertising products.
Google said in a statement that “a pro-innovation, evidence-based regime will help UK consumers and businesses by expanding options, reducing prices, and opening new markets.”
“The alternative of overly prescriptive digital competition rules would end up stifling choice and opportunity for consumers and businesses,” Google said.
The tech giant also said it looks forward to “engaging constructively” with the CMA’s investigation.
Competitive Search, Ad Markets Benefit Users, Businesses, Publishers
Regulators said ensuring the markets are competitive benefits consumers looking for the best search product, businesses looking to make the most effective use of their advertising budgets, and publishers like news outlets looking to get the most attention for their content.
The U.K. is joining a recent antitrust push against the world’s biggest tech companies in recent years. European regulators spent much of last year investigating potential monopolies held by Google and others under a new law, while the U.S. Department of Justice is currently working to break up the search giant.
The investigation announced Tuesday will include public commentary and conversations with Google and its competitors, and conclude by mid-October.
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