The Competition and Markets Authority said on Thursday that it has designated Google as having strategic market status (SMS) in the provision of its mobile platform, with effect until 22 October 2030.
Designation is not a finding of wrongdoing and does not introduce any immediate requirements, the CMA said when it confirmed the decision on 22 October 2025. It enables the CMA to consider proportionate, targeted interventions.
The CMA says conduct requirements may be imposed at any point after a firm is designated. It launched a consultation on a proposed Steering conduct requirement on 30 June and published the responses on 14 August.
The designation covers Google’s mobile operating system, native app distribution and mobile browser and browser engine. In the decision notice, the CMA decided under section 2(1) of the Digital Markets, Competition and Consumers Act 2024 to designate the undertaking known as Google, which includes Alphabet Inc., Google LLC, Google Ireland Limited and Google UK Limited.
The annex to the notice places Android, parts of Google Play Services, installation and distribution of native apps through the Play Store, and the Chrome browser and Blink engine within scope. It adds that the CMA may update the annex during the designation period.
Under section 18(1) of the Act the designation lasts five years. It began on 23 October 2025 and has effect until 22 October 2030, subject to extension or earlier revocation under the Act.
Under section 10(2) the CMA must begin a further SMS investigation not later than nine months before the end of that period, if it is not already carrying one out under section 10(1).
The investigation was launched on 23 January 2025 under Part 1 of the 2024 Act, which came into force on 1 January 2025. The CMA said it heard from more than 150 stakeholders before reaching its final decision.
It found that UK mobile device holders use either Apple’s or Google’s platform and are unlikely to switch between them. To reach both Apple and Android users, businesses must develop and distribute content through both platforms. It also said developments involving AI are unlikely to eliminate Google’s market power over the five-year period.
Will Hayter, the CMA’s Executive Director for Digital Markets, said the app economy “generates 1.5% of the UK’s GDP and supports around 400,000 jobs”. He added that the platforms’ rules “may be limiting innovation and competition”.
Not every measure so far has taken the form of a conduct requirement. On 1 April, Google implemented commitments it had voluntarily made to the CMA on app review, app ranking and use of data.
In its response to stakeholder views, the CMA noted that most respondents disagreed with introducing commitments in that area. It decided “not to prioritise CRs in this area at this time”.
The CMA described the commitments as “only the first step” in its work on mobile platforms. It said it would move quickly to bring forward conduct requirements if the commitments are not delivered.