Google Dominates 90% of UK Search Queries
Google’s overwhelming presence in the UK search market has sparked a major investigation by the Competition and Markets Authority (CMA). Announced on Tuesday, the probe aims to scrutinize the tech giant’s practices, focusing on its impact on consumers, businesses, advertisers, and competitors. Concerns over anti-competitive behavior and data collection practices are at the heart of the inquiry.
“given the importance of search as a key digital service for people, businesses and the economy, it is indeed critical that competition works well,” the CMA emphasized in a recent statement. The regulator stressed that effective competition fosters innovation, ensures fair treatment for publishers, and empowers users with greater control over their data.
At the core of the investigation is whether Google holds a “strategic market status” in search and search advertising. Companies with this designation are those with meaningful market power, generating global revenues of £25 billion or UK revenues of £1 billion. Google’s dominance is undeniable—it processes 90% of all general search queries in the UK and supports over 200,000 advertisers through its search advertising platform.
The CMA will also examine how Google uses consumer data, particularly whether it collects data without proper consent. Additionally, the inquiry will assess whether the company unfairly promotes its own shopping and travel services, perhaps stifling competition in the digital economy.
The investigation, expected to conclude by October 13, 2025, could lead to sweeping changes in Google’s operations. Potential outcomes include mandatory data sharing with competitors and enhanced control for publishers over how their content is used, especially in Google’s AI tools like the gemini AI assistant.
this marks the first major inquiry under the UK’s new digital markets competition regime, which took effect on January 1, 2025. Oliver Bethell, Google’s director of competition, responded to the CMA’s decision by reaffirming the company’s commitment to collaboration. He highlighted Google’s economic contributions, noting that its products generated £118 billion in economic activity in 2023, supporting over one million British businesses.
“A pro-innovation, evidence-based regime will help UK consumers and businesses by expanding options, reducing prices, and opening new markets,” Bethell stated. He warned against overly restrictive regulations, which he argued could limit consumer choice and hinder innovation.
CMA CEO Sarah Cardell emphasized the new regime’s dual focus on fostering innovation and ensuring fairness. “It will ensure that the multitude of UK businesses and consumers who depend on these large firms for critical products and services benefit from more innovation, more choice, and more competitive prices,” she said. The framework is designed to keep the UK competitive on the global stage, attracting innovators and investors.
As the investigation unfolds, its findings could reshape the digital landscape in the UK, setting a precedent for how tech giants operate in an increasingly competitive and regulated environment.
