SMS investigation into Google's general search and search advertising services
The Competition and Markets Authority (CMA) is investigating whether to designate Google as having strategic market status (SMS) in respect of its provision of general search and search advertising services.
Case information
The CMA has launched an ‘initial SMS investigation’ under Part 1 of the Digital Markets, Competition and Consumers (DMCC) Act 2024.
The CMA is investigating whether to designate Google as having Strategic Market Status (SMS) in respect of general search and search advertising.
Launch of SMS investigation
- (14.01.25)
- Press release: CMA to investigate Google’s search services (14.01.25)
Invitation to comment
14 January 2025: To assist with its initial SMS investigation, the CMA has published an invitation to comment (ITC) setting out the scope of our investigation, the main avenues of investigation and the potential issues and interventions we are currently considering. We invite submissions from interested parties on the areas set out in the ITC. We will publish non-confidential responses in due course. If your response contains information that you consider to be confidential, please also submit a non-confidential version of your response for publication.
- (14.01.25)
- Consultation: Google’s Strategic Market Status in general search and search advertising services
Responses should be provided following the instructions on the consultation page by 11.55pm on 3 February 2025.
Administrative timetable
The table below sets out an administrative timetable for the SMS investigation. The dates set out are indicative only and represent our current expectations and estimates for different phases in the investigation and may be subject to change.
The DMCC Act allows the CMA to consult on proposed conduct requirements (CRs) at the same time as consulting on any proposed decision on whether to designate a firm with SMS. However, CRs may be imposed at any point after a firm is designated. The CMA may therefore focus on a set of initial potential CRs during the course of the SMS investigation, with further CR work ongoing, should a decision be made to designate the firm.
This timetable will be updated as necessary throughout the investigation if there are changes to these timings.
Stage 1: Commencement of the SMS investigation and consideration of potential initial CRs
| Timing | Milestone | Engagement |
|---|---|---|
| 14 January 2025 | SMS investigation launch | |
| 14 January 2025 | SMS investigation notice sent to Google and published on CMA website | Google invited to attend introductory meeting with CMA case team |
| 14 January 2025 | Invitation to Comment published | Google and third parties respond to ITC |
| January to March 2025 | Initial evidence gathering and engagement with Google and third parties in relation to SMS investigation and potential initial Conduct Requirements. This will include the CMA sending information notices and engaging with stakeholders through surveys, calls, meetings and workshops. | Google and other key market participants respond to information notices. Bilateral meetings and roundtables with stakeholders. |
| 3 February 2025 | Invitation to Comment closes | |
| By end February 2025 | Publication of non-confidential responses to Invitation to Comment | |
| February to March 2025 | Further engagement with Google and other key stakeholders in relation to SMS investigation and development of potential initial conduct requirements. | Further engagement could include, for example, forums such as roundtables and workshops. |
Stage 2: Preparation and publication of proposed decision on whether to designate Google with SMS and consultation on any proposed initial CRs
| Timing | Milestone | Engagement |
|---|---|---|
| April to May 2025 | Further evidence gathering and analysis | For example, Google and other key market participants respond to any further information notices |
| May to June 2025 | Put-back process with Google and other parties on potentially confidential material within proposed decision on SMS designation and consultation on any proposed initial conduct requirements | Google and third parties respond to put-back extracts shared |
| June 2025 | Consultation on proposed decision on SMS designation and any proposed initial conduct requirements | Google and third parties respond to consultation |
| July 2025 | Consultation on proposed decision on SMS designation and any proposed initial conduct requirements closes |
Stage 3: After proposed decision and consultation
| Timing | Milestone | Engagement |
|---|---|---|
| July 2025 | Opportunity for Google to make oral representations on proposed decision on SMS designation | Google provides oral representations on the proposed decision to decision makers |
| July to September 2025 | Analysis of responses to consultation on proposed decision on SMS designation and any proposed initial conduct requirements | |
| July to September 2025 | Further evidence gathering and engagement with Google and other parties, as required to assess or understand further particular issues raised in those responses | Google and third parties respond to requests for further evidence and engage with the CMA including through, for example, participating in calls and meetings |
| September 2025 | If necessary, put-back process with Google and other parties on potentially confidential material within SMS Decision Notice and any Conduct Requirements Notice | Google and third parties respond to put-back extracts shared |
| 13 October 2025 | Statutory deadline for issue of SMS Decision Notice | |
| Alongside or following any SMS designation | Issue of any Conduct Requirements Notice to Google, and publication as soon as possible alongside any Interpretative Notes and Compliance Reporting Notice |
Decision makers
The Digital Markets Board Committee (DMBC) oversees and takes certain delegated decisions under the DMCC Act 2024.
Sub-committees of the DMBC have been established under the DMBC to oversee and take certain decisions in specific SMS investigations, in accordance with their terms of reference.
The members for this investigation are:
- Marcus Bokkerink, Chair, CMA
- Sarah Cardell, Chief Executive, CMA
- Will Hayter, Executive Director for Digital Markets, CMA
- Dame Patricia Hodgson, Non-Executive Director, CMA
- Cyrus Mehta, Non-Executive Director, CMA
Contact
Please direct all correspondence or questions in relation to this investigation to searchsms@cma.gov.uk.