Promoting competition and innovation in digital markets
The Competition and Markets Authority's (CMA) work to promote competition in digital markets.
The CMA oversees the digital markets competition regime for the most powerful digital firms, promoting greater competition and innovation in these markets and protecting consumers and businesses from unfair practices.
Our work in this area applies only to the very largest firms. If certain conditions are met, they can be designated with strategic market status (SMS) in relation to a particular digital activity. Once designated, SMS firms can then become subject to certain rules to guide their behaviour, tackling conduct that could undermine fair competition.
Learn more about how the UK’s digital markets competition regime works.
Business software and cloud services
The CMA has launched an SMS investigation into Microsoft’s business software ecosystem after announcing a package of action on business software and cloud services in March 2026.
Improving competition in mobile platforms
After determining that Apple and Google have SMS in the provision of their mobile platforms, the CMA is focused on interventions to improve competition.
As part of our full programme of work on mobile platforms for 2026, we expect to:
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continue to engage with Apple and wider stakeholders on NFC access on iOS. We’ve published a targeted call for evidence and invited views. Responses will inform our thinking on potential measures which we expect to consult on in autumn 2026
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continue to engage with Google, Apple and wider stakeholders in relation to steering. On 30 June 2026 we launched a consultation on potential steering conduct requirements for Google and Apple
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progress work in relation to Apple concerning browsers as well as interoperable access to functionality for connected devices in 2026
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engage with and monitor Apple’s and Google’s delivery of commitments voluntarily made to us to provide more certainty for developers on app distribution, as well as to enable developers to request interoperable access to functionality from Apple
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continue to closely monitor developments in relation to mobile platforms, particularly the emergence and adoption of AI, and will consider the need for further action
Improving competition in search
After determining Google has SMS in general search services, we consulted on a set of conduct requirements to improve the way search works for businesses and consumers.
We imposed 3 conduct requirements on Google in June 2026. In September 2026, we launched a consultation on updated proposals for a user choice conduct requirement.
How we work in digital markets
Guidance on how the CMA investigates under the digital markets competition regime, and what we can do after an investigation.
Our other work in digital markets
The CMA’s work on digital markets before the start of the digital markets competition regime.
Memorandums of understanding
The memorandums of understanding between the CMA and other organisations set out how we will work together to avoid duplication of effort and share best practice.