Google has been dealing with multiple antitrust cases across different parts of the world. Now, it seems that 2025 will be no different for the tech giant. Today, the UK’s antitrust watchdog, the Competition and Markets Authority (CMA), officially said that it has launched an investigation into Google’s Search services under the new U.K. Digital Markets, Competition and Consumers Act (DMCC).
The new act, which took effect on January 1, aims to protect consumers and businesses from tech giants’ unfair practices. The CMA said that it would assess whether Google should be given “Strategic Market Status (SMS) in respect of general search and search advertising.”
If Google receives that status, it would be required to comply with the CMA’s “conduct requirements or pro-competition interventions.” The antitrust watchdog also said it will investigate whether the company is using its position to “prevent innovation by others.”
One of the areas in which the regulator is taking an interest is Google’s role in AI-based search and advertising. It wants to assess whether the search giant prioritizing its services while blocking access to rivals from entering its playground. Sarah Cardell, Chief Executive of the CMA, said, “AI’s potential to transform online search services means fair competition is important.”
A part of Cardell’s statement from the press release reads, “It’s our job to ensure people get the full benefit of choice and innovation in search services and get a fair. And for businesses, whether you are a rival search engine, an advertiser, or a news organization, we want to ensure there is a level playing field for all businesses, large and small, to succeed.”
The statutory deadline to conclude the investigation is October 13, 2025
It’s worth noting that the latest antitrust investigation comes as Google is already dealing with other authorities around the world. The CMA added that the deadline to complete this investigation is October 13, 2025. It has also invited anyone with an interest in this investigation to comment by February 3, 2025.
Reuters reports that a Google spokesperson has issued a statement in response to the investigation. It reads, “Google Search supports millions of UK businesses to grow by reaching customers in innovative ways. We will continue to engage constructively with the CMA to ensure that new rules benefit all types of websites, and still allow people in the UK to benefit from helpful and cutting-edge services.”
