
In October 2025, UK regulator, the Competition and Markets Authority (CMA), published its final decision to designate Google as having strategic market status (SMS) in the UK in general search and search advertising services. This designation covered Google’s substantial and entrenched market power in general search and search advertising, and whilst Google’s Gemini AI tool was excluded, its other AI-based search features, including the now familiar AI overview, were included.
Designation as an SMS is important, as it allows the CMA to exercise its new powers under the digital markets competition regime, which came into force under the Digital Markets, Competition and Consumers Act 2024 on 1 January 2025 (The UKs New Digital Markets Competition and Consumers Act | Insights | Squire Patton Boggs). The CMA’s new powers include the ability to impose conduct requirements (CRs) on businesses designated as having SMS.








