UK Regulators Investigate Google’s Search Monopoly in Landmark Antitrust Case
The UK’s Competition and Markets Authority (CMA) has launched its first major antitrust investigation of 2025, targeting Google’s overwhelming dominance in search and search advertising markets. The probe comes as new regulatory powers took effect this January, giving the watchdog stronger tools to address competition concerns in digital markets.
Why This Investigation Matters
- Google controls over 90% of all general search queries in the UK
- More than 200,000 businesses rely on Google’s advertising platform
- The investigation could lead to major structural changes in how search operates
- AI-powered search represents a new frontier for potential anti-competitive behavior
“Millions of people and businesses across the UK rely on Google’s search and advertising services,” said CMA CEO Sarah Cardell. “We must ensure these services deliver fair outcomes as AI transforms search, while creating a level playing field for all businesses.”
Key Focus Areas of the Investigation
The CMA will examine three critical aspects of Google’s search operations:
- Competition Barriers: Whether Google’s dominance stifles innovation and prevents rivals from entering the market
- Self-Preferencing: If Google unfairly promotes its own services in advertising and AI search results
- Data Practices: How Google collects and uses consumer data, including content from publishers and IP owners
Potential Outcomes and Global Context
The investigation could result in:
- Structural separation of Google’s search business (similar to US antitrust cases)
- Mandated inclusion of compe***** services in search results
- Advertising market reforms to increase competition
This isn’t Google’s first antitrust challenge. The tech giant recently:
- Lost a major case in its home US market
- Faces multiple investigations across Europe
- Must comply with the EU’s Digital Markets Act
The AI Search Factor
The timing is significant as Google faces unprecedented competition from AI-powered alternatives like:
- ChatGPT
- Perplexity
- Other generative AI services
Google’s response has been Gemini, its AI search product that provides direct answers rather than links. The CMA will examine whether this creates new anti-competitive concerns.
Next Steps
Stakeholders have until February 3 to submit comments. This marks the first of two planned Big Tech investigations the CMA will launch this month under its new regulatory framework.
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