Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
The UK’s Competition and Markets Authority (CMA) is investigating Google’s control over the search market, where it handles over 90% of all search queries. This marks the first major case under new UK rules aimed at regulating large tech companies.
What’s the Issue?
Google plays a huge role in how we find information online and how businesses advertise their products. The CMA is looking into whether Google’s practices are making it harder for other companies, like news websites or new AI-based search tools, to compete.
If the investigation finds that Google holds too much power—what’s called “strategic market status”—it could force the company to make big changes in how it runs its search engine.
Why Does This Matter?
If Google is required to change how it works, it could affect what shows up when you search online. It could also change how ads are displayed, possibly making it cheaper and easier for smaller businesses to reach customers.
The Bigger Picture
This investigation follows similar efforts in the U.S., where regulators are challenging Google’s dominance. It’s part of a global push to make big tech companies more accountable, especially as new technology like artificial intelligence starts to transform how we use the internet.
What’s Been Said?
CMA Chief Executive Sarah Cardell emphasized the need for fairness for businesses of all sizes, while Google expressed its willingness to cooperate with regulators, highlighting the benefits its services bring to UK consumers and businesses.
What Could Happen?
If the CMA decides Google has too much control, the company might have to be more open about how it ranks websites or limits ads. This could change the way we search online and how businesses connect with customers.
