With the UK’s competition watchdog officially designating Google with “strategic market status,” the clock has started on a new regulatory process. Here is a timeline of what to expect next in the confrontation between Google and the Competition and Market Authority (CMA).
Currently (Q4 2025): The designation is official. This is the “starting gun” phase. Google faces no immediate changes, but behind the scenes, both the CMA and Google’s legal teams are preparing their arguments and evidence for the next stage.
Late 2025 / Early 2026: The Consultation Begins. The CMA will launch a formal public consultation. It will publish a detailed document outlining its proposed “conduct requirements” for Google—the specific rules it wants to impose. This will likely include concrete proposals for choice screens, fair ranking, and publisher rights.
Early-Mid 2026: The Argument Phase. This is when the main battle will take place. Google, its rivals, publishers, and other stakeholders will have a set period (usually several months) to submit written responses to the CMA’s proposals. There may be hearings and roundtables where different parties present their cases directly to the regulator.
Mid-Late 2026: The Final Decision. After considering all the evidence and feedback, the CMA will issue its final decision and publish the legally binding conduct requirements that Google must follow. There will be a specific deadline by which Google must implement the required changes.
Late 2026 and Beyond: Implementation and Enforcement. Google will have to re-engineer its products for the UK market to comply with the new rules. The CMA will shift into a monitoring and enforcement role. If Google fails to comply, the CMA can launch a new investigation and impose fines of up to 10% of its global turnover. This phase is ongoing and permanent.