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Google could have to make dramatic changes to its search engine, warned the British competitive regulation.
The company may have too much control over its search engine and the Internet, according to the competitions and the markets.
It has been proposed that it might be necessary that publisher agrees to use their content, which points to Google’s controversial AI.
Possible changes could see that the regulatory authority forces Google to give Internet users the option to use an alternative search engine.
The Tech giant is the first company to attack the supervisory authority according to a new sentence of digital market laws.
Google accounts for more than 90% of the searches in Great Britain and is also used by more than 200,000 British companies to reach customers.
Google said that it would work “constructively” with the CMA, but emphasized that its plans were “challenges” to the company.
The CMA, which initiated Google in January, said it was questionable to give the technology company “strategic market status”, which would keep a number of rules on behavior.
It could be forced to introduce new “fair ranking” measurements so that users can compare their search results.
The measures can also include Google that provide “selection screens” for users so that they can use alternative search services.
The regulatory authority said that publishers could also receive more control over how their content is used, including the way or whether they are presented in answers with AI-generated answers.
A final decision is to be made in October after a consultation process.
Oliver Bethell, Senior Director of Competition on Google, said: “The CMA has repeated today that” strategic market status “does not mean that competitive behavior has taken place – but this announcement provides critical areas of our business in Great Britain clear challenges for critical areas.
“We are concerned that the scope of the CMA’s considerations remains broad and lack of concentrated, with a number of interventions taken into account before evidence has been presented.
“Great Britain has benefited from early access to our latest innovations in the past, but the criminal regulations could change this.
“Proportal, evidence -based regulation will be of essential importance to prevent the CMA roadmap from becoming a roadblock in the UK.”
Sarah Cardell, Managing Director of the CMA, said: “Google Search has provided enormous advantages – but our previously investigation indicates that there are opportunities to make these markets more open, competitive and innovative.
