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.
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:
- update on our work in respect of digital wallets for Apple in the first half of 2026
- continue to engage with Google, Apple and wider stakeholders in relation to steering and update on our work in this area in the first half of 2026
- progress work in relation to Apple concerning browsers as well as interoperable access to functionality for connected devices in 2026
- 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
We are currently inviting views on proposed commitments brought forward by Apple and Google in respect of app review, app ranking, the use of data, as well as interoperable access to features and functionality within Apple’s mobile operating system.
Improving competition in search services
After determining Google has SMS in general search services, we are consulting on a set of conduct requirements to improve the way search works for businesses and consumers.
We are inviting views on these proposed measures and will confirm any measures to be imposed on Google. We also continue to assess the other measures in our roadmap.
Blog: Improving the way Google delivers search services in the UK
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.
Updates to this page
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Information added about the CMA's work to improve competition in mobile platforms and search services.
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Updated with information about the digital markets competition regime.
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Updated with information about the Digital Markets, Competition and Consumers Act 2024.
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Government has now published its consultation on proposals for the new pro-competition regime.
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First published.