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CMA Grants Google Strategic Market Status in UK Search and Advertising

By  |  October 12, 2025

The UK’s Competition and Markets Authority (CMA) has officially designated Google with strategic market status (SMS) in general search and search advertising services, following confirmation that all legal requirements for such a designation have been met. According to a statement, the decision marks a major milestone under the UK’s new digital markets competition regime, which came into force on January 1, 2025.

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    The CMA began its investigation into Google’s dominance in search and search advertising on January 14, 2025, later proposing the designation in June. Per a statement, the authority engaged with more than 80 stakeholders, gathered extensive feedback, and maintained discussions with Google before finalizing its decision.

    After evaluating the evidence, the CMA confirmed that Google holds “substantial and entrenched market power” in these sectors. While Google’s Gemini AI assistant was excluded from the designation, the regulator noted that this position could change as the market evolves. Other AI-driven features, including AI Overviews and AI Mode, have been brought within the scope of the designation. The CMA also clarified how the designation applies to Google’s news and syndication products.

    Read more: Supreme Court Denies Google’s Bid to Delay Play Store Antitrust Changes

    According to the CMA, the designation does not indicate wrongdoing by Google nor impose immediate obligations. Instead, it provides the authority with new powers to explore potential interventions designed to enhance competition and ensure fair treatment for consumers and businesses dependent on Google’s search ecosystem. The regulator plans to begin consultations on possible measures later this year.

    Will Hayter, Executive Director for Digital Markets at the CMA, emphasized the potential economic benefits of the decision, stating that promoting competition in digital markets could drive innovation and investment across the UK. He highlighted that Google continues to dominate search activity, with over 90 percent of UK searches conducted via its platform.

    Source: Gov UK