The Competition and Markets Authority (CMA) has today confirmed that the legal tests have been met to designate Google with strategic market status (SMS) in general search and search advertising services.

The UK’s new digital markets competition regime came into force on 1 January 2025, allowing the CMA to take targeted and proportionate action to improve competition in digital markets, helping to drive innovation, investment and growth across the UK economy.

The CMA launched an investigation into Google’s general search and search advertising services on 14 January and consulted on its proposed decision in June that Google should be designated with strategic market status.

Since this proposed decision, the CMA has gathered evidence and received feedback from more than 80 stakeholders

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