SMS is a status given to firms with substantial market power, allowing the CMA to impose tailored rules to promote fair competition.

This marks a significant step towards addressing longstanding concerns about the dominance of large tech companies with significant market power. It will promote a better playing field for publishers and other businesses operating in digital marketplaces.

The CMA has set out an indicative timeline, including an active consultation phase due to close in mid-July, and an opportunity for Google to make oral representations before a final decision is made later this year.

A final designation is anticipated in autumn 2025, after which a tailored set of conduct requirements would be designed and implemented. The PPA will continue to monitor developments and engage closely with the CMA to ensure the interests of publishers are represented as the regime takes shape.

You can read more about the provisional decision here.

For further information contact Eilidh Wilson, Head of Policy and Public Affairs, PPA (eilidh.wilson@ppa.co.uk)