Big tech, big shift: why PRs should care about the UK taking on Google
The UK just took its first swing at Google... and for anyone working in B2B PR, it’s worth paying attention.
Yesterday, the UK government announced that its Competition and Markets Authority (CMA) has launched an investigation into how Google runs its search business in the UK. It’s the first major move under the UK’s new Digital Markets law, which gives regulators real power to rein in Big Tech’s dominance.
So, why does this matter to us?
Because search and online discoverability aren’t just a paid game… they’re where earned content, thought leadership, and brand storytelling show up (or don’t). If Google is forced to open the gates, giving fairer visibility to alternative search engines or loosening its grip on how ads and content are surfaced, the whole ecosystem for visibility shifts.
That could mean:
PR teams needing to optimise beyond Google — think multi-engine SEO and alternative content strategies.
Organic visibility is becoming more important, not less, in a fragmented search landscape.
A potential power rebalancing between paid and earned media, and we need to be ready to guide clients through that.
It’s early days, but this is a sign of where things are headed. As PR people, we need to stay ahead of how and where our clients’ stories get found, not just where we place them.
👀 Keep an eye on this one. The CMA will consult on the proposal ahead of a final decision in October 2025.