Other · ongoing · ~6 min read
CMA strategic market status — Google search
2025–present · general search, search advertising
Britain is using a new law to put conduct rules on Google search. The investigation started in 2025. The actual rules were still being written in 2026.
The story
The Digital Markets, Competition and Consumers Act lets the CMA designate a firm and then write forward-looking rules. It is closer to the EU DMA than to a one-off fine.
Google search is the obvious first target because of defaults and ads.
Until conduct requirements are final, there is nothing for a UK user to comply with or benefit from.
Why it matters
UK defaults and search ads could be regulated without a US-style trial.
The US appeal and this UK file can diverge.
What was claimed
The CMA's claim at this stage is that search may meet the strategic market status test.
Specific conduct bans depend on a later decision.
The other side
Google says search faces new competition from AI answers and that broad conduct rules would freeze a product that is changing.
What it means for you
UK users should not expect a choice screen until a conduct requirement says so.
This file does not decide the American case.
Bottom line
The UK SMS investigation into Google search is open. Conduct requirements were not finished as of 2026.
Timeline
2025
CMA opens SMS work
Under the new UK digital-markets law, the CMA started a strategic market status investigation aimed at Google's search activity.
2026
Rules not finished
Designation is only the start. The binding part is the conduct requirements, which were still being set.
Key dates
- SMS investigation opened
- 2025
- Conduct rules still in progress
- 2026
Formal snapshot
Summary: The UK Competition and Markets Authority opened a strategic market status investigation into Google search under the Digital Markets, Competition and Consumers Act. Conduct requirements were still the live step in 2026.
Regulator / plaintiff argument: SMS designation lets the CMA impose conduct rules on a firm with entrenched search power, including on defaults and self-preferencing, without waiting for a fresh infringement case.
Outcome: The investigation was opened in 2025. Designation and the content of any conduct requirements were the unfinished work into 2026. This is a UK file, separate from the US search appeal and from EU DMA fines.
Conduct tags
Laws referenced
- UK Competition Act 1998 Chapter I — Competition Act 1998, Ch. I
Companies
Sources
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