Google is about to change.

Google has been asked to change how it ranks search results and open up access to competitors in order to increase transparency and promote healthy competition.

Google may have to change its search engine to comply with regulatory requirements. Photo: Bloomberg .

The UK Competition and Markets Authority (CMA) has indicated it may force Google to change its search ranking system to ensure fairness for businesses. This would also give consumers more opportunities to choose services that suit their needs.

This marks the first time the CMA has proposed using expanded powers to oversee large technology corporations like Google. In an announcement on June 25, the CMA stated it is considering designating Google as a company with "strategic market status." If confirmed in October, this would pave the way for deeper regulatory intervention in the search giant's operations.

According to the CMA, Google needs to be more transparent with content publishers, simplify access to its search service, and facilitate easier user data transfers.

In response, the tech giant warned that imposing strict regulations could slow the pace of innovation and negatively impact users in the UK.

"Regulations need to be balanced and evidence-based. It's crucial that the CMA doesn't become a barrier to economic growth in the UK," said Oliver Bethell, Google's senior head of competition.

Meanwhile, Sarah Cardell, Chief Executive of the CMA, argued that while Google has brought many benefits, its market share of over 90% in the UK search sector makes intervention necessary to foster competition and innovation.

"These sensible measures will give British businesses and consumers more control over how they use Google services, while also opening up opportunities for innovation across the technology sector and the economy," Cardell emphasized.

Currently, Google is the primary search engine for millions of UK users and the online advertising platform for over 200,000 businesses in the country. Therefore, the CMA aims to rebalance the power between tech giants like Google, Apple, Meta, and Microsoft without diminishing their incentive to invest or develop.

Source: https://znews.vn/google-tim-kiem-sap-thay-doi-post1563715.html