Google Faces Tougher UK Rules to Regulate Search and Advertising Power

The UK has proposed giving Google “Strategic Market Status,” which means it will be subject to conduct requirements that prevent anti-competitive practices.

Google will likely be forced to comply with the UK’s competition legislation, the Digital Markets, Competition and Consumers Act (DMCCA), within the realm of search and search advertising services.

The country’s competition authority has proposed giving the search giant “Strategic Market Status,” which means it will be subject to bespoke conduct requirements that prevent anti-competitive practices. These could include requiring Google Search to rank rival services — like shopping or travel comparison sites, or even other search engines — more fairly and transparently.

An investigation into Google’s potential to be designated as having Strategic Market Status in search and search advertising, where an advertiser pays for its advert to appear next to the results from a user’s search, began in January. It also takes into account ...