The organisation has proposed granting Google “strategic market status” under the Digital Markets, Competition and Consumers Act.

This would allow the regulator to mandate changes - including “choice screens” on Chrome and Android to let users select alternative search engines - and set rules around fair result rankings, data portability, and publisher controls.

Google holds over 90 per cent of UK search queries, and the CMA argues its dominance limits choice, raises advertising costs, and stifles innovation

In a statement, CMA chief Sarah Cardell said: “Google is the world’s leading search tool and plays an important role in all our lives, with the average person in the UK making five to 10 searches a day.

“Our investigation so far suggests there are ways to make these markets more open, competitive and innovative.”

Google representative Oliver Bethel called the proposals “broad and unfocused” and warned they could impede product launches in the UK.

This marks the CMA’s first major use of its new powers, following investigations launched in January under the updated digital rules.

Similar measures are already underway in the EU and US, and the proposed designation would be the first of its kind - with final decisions expected in October after consultation.

If approved, the CMA could require Google to deploy choice screens on Chrome, Android, and other partners like Apple, enforce neutrality in search result rankings and enhance transparency and complaint mechanisms for businesses.

The ruling would also let users port search history to rival services and grant publishers rights over AI-generated content summaries.

More complex interventions - on specialised search engines or ad platform transparency - will be reviewed in 2026.