The fundamental right of UK consumers to choose their own digital services is at the center of a new regulatory push aimed at ending Google’s long-standing status as the default search engine. The Competition and Market Authority (CMA) has designated Google with “strategic market status,” paving the way for measures designed to empower users.
The most significant proposal from the CMA is the introduction of “choice screens.” This would require users, likely when setting up a new device or browser, to be presented with a simple menu of different search engines to choose from. This directly tackles the powerful effect of defaults, which studies have shown lead the vast majority of users to stick with the pre-selected option.
This move is a direct challenge to the commercial arrangements that have helped cement Google’s dominance. The company famously pays billions of dollars to companies like Apple to be the default search engine on their devices and browsers. A mandatory choice screen could undermine the value of these deals and give a fighting chance to competitors who cannot afford such payments.
The CMA has even suggested that these choice screens could feature innovative AI-powered rivals like Perplexity and ChatGPT, introducing UK users to a new generation of search technology. This would not only enhance choice but also stimulate competition on the basis of quality and innovation, rather than just commercial power.
While Google has raised concerns about the impact on its product experience, the CMA’s focus is clear: to shift the balance of power from the tech giant back to the consumer. The upcoming consultation will be crucial in determining exactly how this new-found choice will be presented to millions of users across the UK.