In another major challenge to Google’s monopoly on the search engine market, the internet giant is now under investigation from the UK’s competition watchdog, the Competition and Markets Authority (CMA).
Alphabet, Google’s parent company, is already in an ongoing battle with the United States Department of Justice (DoJ) relating to the company’s alleged monopoly over search. Late last year, the DoJ demanded Google sell its Chrome browser, along with various other restrictions, if its court case goes against the tech giant.
Now, the CMA is also investigating the wider impact of Google’s advertising and search practices. It suggests that Google accounts for over 90% of UK internet searches, and will probe whether the company is preventing its competitors from entering the search market. The CMA says Google’s dominance results in higher search advertising costs for households in the UK.
Furthermore, the CMA will investigate the potential exploitative nature of Google’s data collection policies, as well as whether it gives unfair advantages to its own in-house travel and shopping services.
While Google’s legal troubles in the US may be quelled by any new anti-regulatory policies implemented by incoming president Donald Trump, the CMA’s investigation is projected to last as long as nine months, and could see Google forced to share the swarms of data it collects.
A spokesperson for Google has said the company will work together with the CMA to make sure any new search rules will benefit businesses of all kinds, while still allowing UK search users to enjoy its innovative services.
With mounting legal pressure on Google, the landscape of search may be set to change dramatically in the coming months and years, and with it, the ways your business can use search engine optimisation (SEO) to bring in more clients. At Engage Web, we stay right on top of the latest developments in the industry, so we can tailor our services to the everchanging landscape. For cutting-edge SEO services, call or email us today, or fill in the contact form below.
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