The CMA's invitation to comment on the Strategic Market Status investigation into Google’s General Search and Search Advertising services

Which? welcomes the invitation to comment on this designation investigation. The CMA is right to prioritise search as the first activity it investigates using the new powers it has been given to improve competition in digital markets. Search services are of fundamental importance to UK consumers given the ubiquity with which people use them to find information and to connect with firms. As the CMA notes, a competitive market could improve services for search users and lower advertising costs for businesses, ultimately leading to lower prices for consumers. However, Google has had unchallenged dominance in this market for many years, with issues evidenced by the CMA’s Market Study in 2020 continuing to endure.

We believe the CMA has identified the correct issues to explore in the investigation, and we especially welcome the focus on potential interventions to give consumers more control over their personal data. Our research has shown that this matters greatly to consumers and interventions to give greater control could empower consumers and be pro-competitive.