This follows a landmark decision by the Competition and Markets Authority (CMA) to classify the tech giant as having "strategic market status" (SMS) under new competition laws.
The designation — one of the first of its kind since the law came into force in January — does not accuse Google of wrongdoing, but gives the CMA sweeping powers to impose "proportionate, targeted interventions" to ensure fair competition.
Regulators said they will begin consulting on possible measures later in 2025, which could include giving users more choice over their default search engine and tightening how Google integrates its advertising and artificial intelligence (AI) services into Search.
Will Hayter, head of digital markets at the CMA, said in a statement: "We have found that Google maintains a strategic position in the search and search advertising sector – with more than 90 per cent of searches in the UK taking place on its platform. Having taken into account the feedback received following our proposed decision, we have today designated Google's search services with strategic market status."
The tech behemoth, however, defended its position, warning that regulatory intervention could hinder innovation.
Oliver Bethell, Google's competition chief, said: "UK businesses and consumers have been amongst the first to benefit from Google's innovations.
"Many of the ideas for interventions would inhibit UK innovation and growth, potentially slowing product launches at a time of profound AI-based innovation."
Consumer advocacy groups welcomed the move with Rocio Concha, policy director at Which?, calling it "an important step".
He said: "The CMA’s careful evidence gathering makes a compelling argument. Online search is evolving as GenAI tools become more widely used, but the CMA must still act to tackle the harmful dominance Google has now."
The decision comes amid growing global scrutiny of Google’s dominance.
In the US, the Supreme Court last week declined to block sweeping antitrust reforms to the Google Play Store, underscoring a mounting regulatory pushback against Big Tech worldwide.
