Google may need to adjust UK online search, says watchdog

Google may be forced to make changes to its search services in the UK as the Competition and Markets Authority (CMA) investigates the US technology giant under new regulations. The CMA can demand changes if a firm is deemed to have excessive market power.

Google, owned by Alphabet in the US, holds over 90% of the UK search market, with 200,000 businesses using its search advertising. The CMA has not accused Google of anti-competitive practices yet but has outlined potential changes Google could make to promote competition.

Possible changes include introducing 'choice' screens for users to access different search providers and providing more transparency and control for content publishers in search results. The CMA aims to enhance market openness, competition, and innovation.

CMA chief executive Sarah Cardell stated that targeted changes could offer UK businesses and consumers more options and control over interacting with Google's search services. However, Google warned that the investigation outcome and proposed changes could significantly impact UK businesses and consumers.

The investigation, initiated in January, focuses on ensuring fair competition in online search. Google has faced regulatory scrutiny in the US and the EU, including a ruling in the US regarding an illegal search monopoly and a hefty fine in the EU for alleged self-preferencing in search results.