The CMA emphasizes that improving competition will provide consumers with diverse content and fair treatment for publishers.

If Google is designated as SMS, it may be required to provide access to its AI data, potentially enhancing transparency for publishers and advertisers.

The investigation seeks to explore how increased competition in advertising could lower costs for advertisers and benefit the broader economy.

Concerns have been raised that the investigation could inadvertently reduce Google's functionality, negatively impacting user experience.

The UK's Competition and Markets Authority (CMA) has launched an investigation into Google's role in search and search advertising services, aiming to ensure fair practices for users and businesses.

CMA chief executive Sarah Cardell highlighted the need for beneficial outcomes and transparency in data practices, which could lead to Google being classified as having Strategic Market Status (SMS).

Public input is invited until early February 2025, with a decision expected by mid-October 2025, following discussions with Google and its competitors.

This investigation marks the first of two promised by the CMA regarding Big Tech, with a second investigation into another tech company set to be announced soon.

Google is already facing significant antitrust issues in the U.S. and Europe, which underscores its controversial market position.

This investigation is part of a broader global trend, as regulators in the U.S. and Europe scrutinize major tech companies for potential monopolistic practices.

Despite Google's strong market presence, industry experts believe current trends are creating opportunities for new competitors in the search space.

In response to the investigation, Google has stated that its services contribute significantly to the UK economy, generating approximately $148 billion in economic activity in 2023.