Google may be compelled to implement a range of modifications in its search operations, including allowing internet users to select alternative services, following suggestions from the UK’s competition regulator to strengthen regulations on the company.

The Competition and Markets Authority (CMA) is set to classify the leading search engine as having “strategic market status,” a designation that empowers regulators to impose stricter controls on major tech firms deemed to hold substantial market influence.

The CMA expressed its intention to introduce tailored regulatory measures for U.S. companies, which may include offering users a “selection screen” to ensure a fair ranking of search results, thereby gaining more oversight on content usage, including AI-generated responses.

Should the CMA finalize its decision in October, Google will be the first company subjected to new regulatory powers established this year.

CMA CEO Sarah Cardell highlighted that this announcement signifies a “major milestone” in the newly enacted regulatory framework stemming from recent digital market, competition, and consumer legislation.

Cardell remarked, “These proportionate measures will create greater opportunities for UK businesses and consumers, providing them with more choices and control over their engagement with Google’s search services, as well as fostering innovation within the UK’s tech industry and the economy at large.”

Google has stated that this move could significantly impact businesses and consumers in the UK.

“We are worried that the breadth of CMA’s considerations is excessive and unfocused, and that various interventions are being contemplated prior to the collection of sufficient evidence,” stated Oliver Bethell, senior director at Google.