Google might need to make modifications to its search providers within the UK to make sure higher competitors, the watchdog has mentioned.
The Competitors and Markets Authority (CMA) is investigating the American know-how big underneath a brand new legislation which implies the regulator can demand modifications at a agency whether it is discovered to carry an excessive amount of energy in a selected market.
Google accounts for greater than 90% of searches within the UK and 200,000 companies use the corporate’s search promoting to achieve prospects.
The agency mentioned it might “work constructively” with the CMA however mentioned the announcement offered “clear challenges” to its UK operations.
The CMA mentioned it was not accusing Google of anti-competitive practices presently, however it has set out a “roadmap” of modifications the corporate may make to its enterprise forward of a ultimate choice in October.
These may embrace requiring “alternative” screens for customers to entry totally different search suppliers in addition to extra transparency and management for publishers whose content material seems in search outcomes.
The watchdog launched an investigation into Google in January, which it mentioned would take a look at making certain truthful competitors in on-line search.
Google’s search operations have confronted heightened scrutiny by different regulators.
A US decide dominated final August that the corporate had operated an illegal search monopoly.
It has additionally confronted European Union enforcement motion, together with a €2.4bn (£2bn) effective for allegedly “self-preferencing” its Buying comparability service in outcomes.
