The UK’s Competition and Markets Authority (CMA) is intensifying scrutiny over Google's dominance in the online search market. As part of an ongoing probe into anti-competitive practices, the regulator may soon compel the tech giant to significantly alter how it ranks search results and displays competing services.

Search Ranking Bias in the Spotlight

The CMA is concerned that Google may be leveraging its market power to prioritize its own services—such as Google Flights, Maps, and Shopping—over those of competitors. According to findings released in a recent update, such practices could be harming user choice and stifling innovation among rivals.

Mandatory Changes Under New Digital Markets Regime

The UK is now operating under a new regulatory framework for digital markets, which grants the CMA’s Digital Markets Unit (DMU) authority to impose legally binding conduct requirements on powerful firms. If Google falls within this scope, it may be forced to offer rival platforms equal visibility in search results and reduce self-preferencing.

Search Alternatives Could Become Mandatory

The watchdog is also exploring whether users should be actively presented with competing search engines. This could mirror the EU’s approach, where Google was required to present a “choice screen” for Android devices, allowing users to pick their default search provider upon setup.

Industry Impact and Global Ramifications

If the CMA moves forward, it could set a precedent for other nations seeking to rebalance digital competition. Experts say any mandated changes to Google's core search algorithm or interface could ripple across the online ecosystem, potentially altering how users interact with search results worldwide.

Google’s Response

In a statement, Google defended its current search practices, stating they are designed to offer the most relevant and helpful results to users. The company emphasized ongoing cooperation with regulators but cautioned against measures that could “disrupt the open web” or diminish product quality.