This allows the CMA to consider proportionate, targeted interventions to ensure that general search services are open to effective competition, and that consumers and businesses that rely on Google can have confidence that they are treated fairly.   

While Gemini isn’t included under the designation, it does cover AI offerings specific to Google search services, such as the AI overviews and AI mode. 

This outcome was expected; however, it’s a significant milestone. It is the first designation made by the UK’s new digital platform regulator; the first company to be designated within a specific market; the first time a regulator has had the legal framework to oversee a big tech platform under UK sovereign law; and the first instance of ex-ante regulation, allowing intervention as issues arise rather than years later. 

The PPA continues to work closely with the CMA and will be working with members to consult on the proposed conduct requirements.  

Sajeeda Merali, CEO, PPA said: “We welcome the CMA’s decision to designate Google Search with Strategic Market Status. It’s the correct decision and addresses Google’s current monopoly. 

It’s particularly encouraging to see Discover, AI Overview, and AI Mode included in scope. This demonstrates an understanding that search is evolving, and that publishers must have a say in how their content is used. In the upcoming November consultation, we will further advocate for appropriate protections for our world-leading publishers and the trusted editorial content they produce. 

This is a critical opportunity to rebalance the digital marketplace and foster greater competition, building a healthier ecosystem overall. We’re ready to play an active role in shaping this next phase to deliver a fairer, more sustainable digital ecosystem.” 

On the back of the designation, the CMA will publish a set of proposed conduct requirements for Google to address its entrenched market power.  

Will Hayter, Executive Director for Digital Markets, CMA, said: “By promoting competition in digital markets like search and search advertising we can unlock opportunities for businesses big and small to support innovation and growth, driving investment across the UK economy.  

We have found that Google maintains a strategic position in the search and search advertising sector – with more than 90% of searches in the UK taking place on its platform.   

Having taken into account the feedback received following our proposed decision, we have designated Google’s search services with strategic market status.” 

If you have any questions, please get in touch with Eilidh Wilson, Head of Policy and Public Affairs, PPA (eilidh.wilson@ppa.co.uk) 

Further reading 

Media Briefing: Why some publishers are flipping their position on whether to block AI bots. Read here (DIGIDAY subscription needed). 

To see further details on the PPA’s recommendations ahead of the CMA’s decision, please see our submission here.