The UK’s move against Google marks the beginning of a new chapter in consumer protection, one specifically designed for the complexities of the digital age. The designation of Google with “strategic market status” is being driven by a modern understanding of how consumers can be harmed in markets dominated by a single gatekeeper.
In the past, consumer harm was often measured in simple terms, like higher prices. But in digital markets where the core product is often “free,” the harms are more subtle. They can include a lack of choice, lower quality service due to a lack of competition, reduced privacy, and exposure to biased information.
The Competition and Market Authority’s (CMA) proposed remedies are a direct response to these modern harms. “Choice screens” tackle the harm of having choices made for you by default. “Fair ranking” rules address the harm of potentially being steered by a biased algorithm. Giving publishers more control indirectly protects the diversity of information available to consumers.
This represents an evolution of consumer protection principles. It recognizes that in a world where a few platforms control the flow of information and commerce, protecting consumers means ensuring the underlying market structure is fair and competitive.
By taking on Google, the CMA is acting as a digital consumer champion for the 21st century. It is updating the concept of consumer protection to account for the realities of platform power, ensuring that the rights and interests of UK citizens are safeguarded in the online world.