UK government takes on Google

One of the planned changes is the introduction of mechanisms that give publishers more control over the use of their content in artificial intelligence systems . What's more, the world's largest search engine may be forced to reveal how its algorithms work.

In January this year, some provisions of the Digital Markets, Competition and Consumers Act came into force , which are intended to contribute to the creation of a new order in the digital market.

The UK competition authority has gained the power to designate companies as strategically important. Organizations with this status are subject to strict antitrust regulations designed to protect consumers’ interests and promote fair competition. And that could be what awaits Google.

Google remains the undisputed market leader in the UK, handling over 90% of internet queries.

- Google acts as an intermediary, selector and judge. Its algorithms determine which companies will gain visibility and which will disappear into the shadows. On the one hand, it provides powerful promotional opportunities, but on the other, it is addictive and often discriminatory - says Marcin Stypuła, CEO of Semcore, an agency specializing in digital marketing and website positioning.

- Each algorithm update can instantly lower the visibility of a website and erase years of work. In addition, there is the problem of transparency. Companies often do not know why Google rewards some content and demotes others. This does not end there, because Google is increasingly stepping into the shoes of the publisher, aggregating information and not directing traffic to sources. This not only affects the media, but also brands that invest in their own content - adds Stypuła.