The UK’s Competition and Markets Authority (CMA) is flexing its muscles, potentially forcing a major overhaul of Google’s search algorithm. The CMA announced on Tuesday its proposal to grant Google, owned by Alphabet, “strategic market status” under the Digital Markets, Competition, and Consumers Act (DMCCA).

This landmark decision, empowered by the DMCCA’s January 2025 legislation, gives the CMA unprecedented power to intervene in search engine operations. Should Google receive this designation, it faces significant changes.

The CMA’s proposed actions include mandates for increased transparency, particularly regarding AI-generated search responses. Crucially, Google might be compelled to implement “non-discriminatory ranking” of search results, potentially leveling the playing field for smaller competitors. The CMA is also pushing for easier access to Google’s search services for rival companies.

While the October decision remains pending, the CMA’s assertive move signals a potential paradigm shift in how search engines operate in the UK. This development is being closely watched globally, as it could set a precedent for regulatory action against dominant tech companies.