Google may soon have to give British users more freedom in choosing how they search the internet, as the United Kingdom’s competition regulator intensifies its scrutiny of the tech giant. On Tuesday, the Competition and Markets Authority (CMA) announced proposed measures that could force Google to offer “choice screens” to users on key platforms such as its Chrome browser and Android operating system, according to AP News.

These screens would allow consumers to easily switch between different search engines or even opt for AI-based assistants as alternatives, marking a potential shift in the digital market landscape. The initiative is part of broader efforts by the CMA to curb the influence of dominant tech firms and ensure fairer market conditions.

Per AP News, the watchdog is pushing to designate Google with “strategic market status” under newly-enacted digital regulations. This designation would enable the CMA to implement tailored remedies focused on specific elements of Google’s operations in the U.K. market—particularly its search services.

Read more: UK Competition Regulator Reviews Need for Google Ad Restrictions

In response to the proposal, Google acknowledged the potential impact. “This announcement presents clear challenges to critical areas of our business in the U.K.,” said Oliver Bethell, the company’s senior director of competition. He also emphasized that the strategic status does not equate to a finding of anti-competitive behavior.

The CMA maintains that the proposed regulations could improve consumer choice and foster innovation by reducing barriers to entry for smaller or emerging search providers. The initiative forms part of the UK’s broader agenda to regulate powerful digital platforms more closely, as concerns grow over market concentration in the tech sector.

According to AP News, if enacted, these measures could reshape how users interact with search technologies in the UK, while setting a precedent for other regulators examining the reach of digital giants like Google.

Source: AP News