The UK’s Competition and Markets Authority (CMA) is making its most aggressive move yet against Google (GOOGL). It’s proposing sweeping changes to how Google Search operates, from forced ranking fairness to data transparency for publishers. The legal authority is there — under the UK’s new digital markets law, the CMA can impose direct obligations on tech giants.
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But there’s one problem: politics.
According to multiple reports, the current political climate, especially with a pro-growth Labour government coming in, has shifted against aggressive antitrust action. Regulators still have the mandate, but insiders say the willpower may be fading fast.
What the CMA Wants from Google
Under the CMA’s proposed rules, Google could face sweeping changes to how it operates its search engine in the UK. First, the regulator wants Google to stop favoring its own services in search rankings — a long-standing issue that’s kept competitors buried and dependent publishers frustrated.
Second, it’s pushing for the introduction of a “choice screen,” a feature that would give users a simple, default option to switch search engines, much like what regulators forced onto Android in the EU.
The CMA also wants to open up Google’s data vault. That includes providing clearer reporting to publishers about how their content is surfaced and monetized in search. And crucially, the regulator is calling for user data portability — giving people the ability to move their search history across platforms, breaking the lock-in that has cemented Google’s dominance for years.
But this isn’t just about fairness or consumer choice. It’s about loosening Google’s grip on the distribution and discovery layer of the internet — especially now, with AI-generated results further disrupting the visibility and reach of third-party content.
Google Pushes Back
Google has pushed back, warning that new rules could “delay the launch of new features” in the UK. The same playbook we’ve seen in other countries: argue that regulation equals stagnation. And with a government eager to make the UK a tech hub post-Brexit, that message may be resonating.
When to Expect Real Action
Some of the rules, like the choice screen and ranking changes, could go live as soon as October. But deeper investigations into defaults, AI content, and ad practices won’t come until 2026. It’s a long game.
Meanwhile, the CMA is also reviewing Google and Apple’s (AAPL) control over browsers and app stores, potentially leading to even broader reform down the line.
For Alphabet, the UK isn’t its largest market, but what happens here could set precedent. A forced shift in traffic patterns could dent search ad revenue and boost visibility for smaller rivals. More importantly, if similar moves spread to the EU or U.S., the impact multiplies.
For adtech, publishing, and privacy-focused platforms, this could open real doors, especially in regions where Google’s monopoly has long choked off alternatives.
Is Google Stock a Good Buy?
Alphabet (GOOGL) is commanding strong support on Wall Street, with 38 analysts weighing in over the past three months. Of those, 29 rate it a Buy, nine rate it a Sell, and none recommend selling. The average 12-month GOOGL price target stands at $199.20, implying a 16.6% upside from the current price of $170.89.
