9:45 pm - June 27, 2025
The UK’s competition watchdog is preparing to impose sweeping new rules on Google that could reshape how search results and AI-generated summaries work, potentially transforming how publishers’ content is used and surfaced.
The Competition and Markets Authority (CMA) is expected to designate Google with “strategic market status” (SMS) later this year due to its dominance in search and search advertising. The designation, part of new digital markets legislation, would allow the CMA to enforce a set of binding conduct rules aimed at promoting fairer competition, greater user choice and more control for content providers.
Central to the CMA’s concerns is the way Google deploys AI-powered summaries, aka overviews, in search results. These features, powered by its Gemini 2.5 model and now live in over 200 countries and 40 languages, appear in around 10% of searches. But they typically cite Google itself as the source, even when summarising material originally published by news organisations.
Publishers argue this practice diverts traffic and reduces visibility, especially given Google’s near-total dominance of UK search, where it handles over 90% of queries. While some have opted out of broader AI training datasets, there is currently no way to prevent content being used in Google’s summaries without removing it from search entirely.
The CMA wants to change that. Its proposed rules would give publishers the right to opt out specifically from having their content used in AI-generated summaries, without affecting broader search indexing. This targeted control could help protect referral traffic and restore leverage to content producers.
The regulator is also pushing for “choice screens” on devices, giving users a clear option to select alternative search engines. The move would mirror EU requirements and is part of a wider push to increase interoperability and reduce default platform advantages.
Ranking transparency is another priority. With Google increasingly acting as both search platform and content provider – via summaries, shopping links or AI chat modes – the CMA wants to ensure competitors are not disadvantaged by opaque ranking systems or data access barriers.
However, political uncertainty could limit the scope of these reforms. The Labour government has signalled strong support for economic growth and tech investment, and some observers suggest that regulatory pressure on big tech may ease. Google has already hinted it might withhold new features from UK users if restrictions go too far.
The CMA is due to make its final decision by October. If it proceeds with SMS designation, it would join a broader international movement seeking to rein in platform dominance and ensure fairer treatment of content creators in an AI-driven search environment.
Source: Noah Wire Services
- https://t3n.de/news/ai-overviews-auf-dem-pruefstand-uk-will-google-zum-opt-out-fuer-publisher-zwingen-1694313/ – Please view link – unable to able to access data
- https://apnews.com/article/88b82623dbaceb10708c95b9130edf01 – The UK’s Competition and Markets Authority (CMA) has proposed designating Google with ‘strategic market status’ (SMS) in search and search advertising services. This designation would enable the CMA to enforce targeted changes to Google’s search operations, including implementing ‘choice screens’ on devices to allow users to select alternative search engines. The CMA aims to promote fair competition and provide consumers and businesses with more choice and control over their interactions with Google’s search services. A final decision on Google’s status is expected by October 13, 2025.
- https://www.ft.com/content/26aa105f-fabb-4061-bd6d-fd13ba94f691 – The UK’s Competition and Markets Authority (CMA) is considering granting Google ‘strategic market status’ (SMS) due to its dominance in search and advertising. This designation would require Google to comply with new conduct rules, such as implementing ‘fair ranking’ measures in search results and allowing publishers more control over how their content is used, particularly in AI-generated output. The CMA highlighted concerns that Google’s market control could raise the cost of search advertising and hinder market competition and innovation. Additional measures under review include mandating ‘choice screens’ on devices to allow easier switching between search providers. Google condemned the proposals as overly broad and warned they might impede product launches in the UK, potentially affecting the broader economy. The regulator’s final decision is expected by October following public consultation.
- https://www.reuters.com/legal/litigation/uk-politics-blunts-antitrust-action-against-google-2025-06-25/ – The UK’s Competition and Markets Authority (CMA) has proposed designating Google as having ‘strategic market status,’ granting it the authority to impose conditions, such as altering search result rankings and promoting greater user choice. This move, aimed at curbing Google’s dominance in the UK search market, comes amid shifting political sentiment favouring big tech investment. Britain’s Labour government, prioritising economic growth, now supports a more restrained regulatory approach, undermining the CMA’s position despite its recently expanded powers under the Digital Markets, Competition and Consumers Act. Experts suggest the regulator’s actions may be largely symbolic, hampered by limited political backing and international pressures, including resistance from the U.S. and former President Trump. Though some of the proposed measures are longstanding, others could disrupt Google’s preferential treatment of its own services. Nonetheless, Google warned it might withhold new features from the UK in response. The CMA faces scrutiny in managing its expanded mandate and balancing regulatory ambition with political and economic priorities. The agency has delayed further investigations, including one potentially targeting Amazon, signalling caution amid a volatile regulatory environment.
- https://www.reuters.com/sustainability/boards-policy-regulation/uk-plans-increase-control-over-google-search-2025-06-24/ – The UK’s Competition and Markets Authority (CMA) has proposed designating Google with ‘strategic market status’ under its new regulatory powers to enhance oversight of the tech giant’s search services. This designation would be the first under a new regime targeting major tech companies and is aimed at promoting fairer rankings for businesses, facilitating access to alternative search engines, and increasing transparency and control for content publishers. Google, which handles over 90% of UK search queries, would also be required to enhance data portability to support innovation among emerging competitors. CMA Chief Executive Sarah Cardell emphasised that these targeted measures are intended to increase consumer choice and foster a more competitive UK tech sector. CMA plans to adopt the designation in October and expand its interventions starting in 2026 to address further concerns, including Google’s handling of rival search services and advertising transparency. Google responded by expressing concern over the scope and evidentiary basis of the proposed actions, suggesting they could significantly affect UK businesses and users.
- https://www.gov.uk/government/news/cma-to-investigate-googles-search-services – The Competition and Markets Authority (CMA) has launched an investigation to determine if Google has ‘strategic market status’ in search and search advertising activities and whether these services are delivering good outcomes for people and businesses in the UK. The investigation will assess Google’s position in search and search advertising services and how this impacts consumers and businesses, including advertisers, news publishers, and rival search engines. The CMA aims to ensure that Google’s services are operating in a way that benefits UK consumers and businesses.
- https://competitionandmarkets.blog.gov.uk/2025/06/24/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk/ – The UK’s Competition and Markets Authority (CMA) is consulting on its proposed decision to designate Google with ‘strategic market status’ (SMS) in search under the new Digital Markets Competition Regime. Alongside this, the CMA has set out potential actions to strengthen competition and deliver better outcomes, enabling more choice and control for consumers, and lower costs for businesses. These measures include implementing ‘choice screens’ to allow users to select and switch between search services, ensuring fair ranking principles in search results, providing publishers with more control over how their content is used in Google’s AI services, and promoting data portability to support innovation among emerging competitors. The CMA plans to issue a final designation decision in October and expects to consult on a first set of interventions shortly after any designation decision.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative is current, with the UK’s Competition and Markets Authority (CMA) proposing to designate Google with ‘strategic market status’ (SMS) under the new Digital Markets, Competition and Consumers Act. This move aims to impose new rules on Google to promote fairer competition and enhance publisher control over content use in AI summaries. The CMA’s final decision is expected by mid-October. ([competitionandmarkets.blog.gov.uk](https://competitionandmarkets.blog.gov.uk/2025/06/24/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk/?utm_source=openai))
Quotes check
Score:
8
Notes:
The narrative includes direct quotes from CMA Chief Executive Sarah Cardell, such as:
> “Millions of people and businesses across the UK rely on Google’s search and advertising services.” ([bbc.co.uk](https://www.bbc.co.uk/news/articles/c5y6x45w6ejo?utm_source=openai))
These quotes are consistent with publicly available statements from the CMA, indicating originality.
Source reliability
Score:
10
Notes:
The narrative originates from reputable sources, including the UK’s Competition and Markets Authority and established news outlets like the BBC. This enhances the credibility of the information presented. ([gov.uk](https://www.gov.uk/government/news/cma-to-investigate-googles-search-services?utm_source=openai))
Plausability check
Score:
9
Notes:
The claims about the CMA’s investigation into Google’s search dominance and the proposed SMS designation are plausible and align with recent developments in UK digital market regulation. The narrative provides specific details, such as the CMA’s consultation on potential interventions, including choice screens and fair ranking principles. ([competitionandmarkets.blog.gov.uk](https://competitionandmarkets.blog.gov.uk/2025/06/24/cma-takes-first-steps-to-improve-competition-in-search-services-in-the-uk/?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is current and originates from reputable sources, with consistent and plausible claims supported by direct quotes from CMA officials. No significant issues were identified, indicating a high level of credibility.
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