The Competition and Markets Authority is the UK's national competition regulator, responsible for merger control, market investigations, and competition enforcement. Its cloud services investigation closed in July 2025 with a finding that UK organisations waste £500 million a year on cloud services due to lock-in and switching costs, but without binding remedies: unlike the European Commission's Digital Markets Act, the CMA lacks a DMA-equivalent instrument to compel structural change. That advisory-only outcome is the benchmark against which subsequent CMA actions are judged.

On 3 June 2026 the CMA issued a world-first order requiring Google to give news publishers effective tools to opt out of having their content scraped for AI Overviews, AI Mode, and model fine-tuning, and to attribute publisher content with clear links inside AI-generated search results. The order sits within the CMA's Digital Markets, Competition and Consumers Act 2024 (DMCCA) powers, giving it a binding enforcement instrument unavailable for the cloud investigation. Sky and ITV agreed terms on 25 June 2026 for Sky to buy ITV's Media and Entertainment Arm, comprising ITV's linear channels and the ITVX streaming service, for £1.6bn; a formal announcement is expected within approximately two weeks, pending Ofcom and CMA approval.

The CMA's Google order sets a precedent that runs ahead of EU enforcement and ahead of any US federal action: it creates a legally enforceable publisher opt-out from AI scraping rather than a voluntary code. The enforcement gap with the EU's DMA is narrowing in the AI context where the DMCCA applies, even though it remains wide for cloud and infrastructure markets where the CMA's advisory tools fall short. The Sky-ITV review, once completed, will determine whether the largest UK commercial broadcasting consolidation in a decade is consistent with media plurality requirements under the Broadcasting Act.

Common Questions

What did the CMA order Google to do about AI scraping?

On 3 June 2026, the CMA issued a world-first order requiring Google to give news publishers working tools to opt out of having their content scraped for AI Overviews, AI Mode, and model fine-tuning, and to attribute publisher content with clear links inside AI-generated search results.Source: Lowdown media-ai-pivot update 6

What powers does the CMA have over Google?

The CMA can designate large digital firms under the Digital Markets, Competition and Consumers Act 2024 (DMCCA) and impose binding Conduct requirements. Its 3 June 2026 Google AI-scraping order is the first use of this power in the AI search context, giving it enforcement authority the cloud investigation lacked.Source: Lowdown

Is the CMA reviewing the Sky ITV merger?

Yes. The CMA must clear Sky's proposed acquisition of ITV's Media and Entertainment division (broadcast channels plus ITVX streaming) for approximately £1.6 billion, alongside a reciprocal element where ITV Studios would buy a Sky production unit. The deal also requires Ofcom clearance. No definitive agreement has yet been signed.Source: Lowdown

How does the CMA compare to the European Commission on tech regulation?

The CMA's Digital Markets, Competition and Consumers Act 2024 gives it binding enforcement powers over designated digital firms, narrowing the gap with the EU's Digital Markets Act. In the cloud services market, however, the CMA still lacks DMA-equivalent structural remedies; its 2025 cloud investigation closed advisory-only, identifying £500m annual waste without compelling change.Source: Lowdown

Will the CMA approve the Sky and ITV deal?

Sky and ITV agreed terms on 25 June 2026 for Sky to buy ITV's Media and Entertainment Arm for £1.6bn, pending Ofcom and CMA clearance. The CMA must assess whether the deal is consistent with UK media plurality requirements under the Broadcasting Act.Source: Lowdown media-ai-pivot update 7

Why does the UK CMA have less power than the EU on cloud regulation?

The CMA's cloud investigation closed in July 2025 with advisory-only findings: unlike the EU's Digital Markets Act, the CMA has no equivalent binding enforcement instrument for cloud markets post-Brexit, so it could identify £500 million in annual cloud lock-in waste without compelling structural change.Source: Lowdown european-tech-sovereignty

Source Material

Competition and Markets Authority — GOV.UK

How the World Sees Them

ITV

CMA clearance is a precondition for the deal; ITV CEO Carolyn McCall confirmed active discussions but no signed agreement as of May 2026.

Sky / Comcast

Requires CMA and Ofcom clearance for the £1.6bn ITV M&E acquisition; a rejection would block consolidation of the UK's two largest commercial broadcasters.

UK government

CMA provides the UK's primary check on market concentration; its advisory-only cloud outcome is seen by tech-sovereignty advocates as evidence that post-Brexit enforcement lacks EU teeth.

European Commission

EU DMA enforcement (preparing its first Google fine in the high triple-digit million euro range) benchmarks what UK regulatory power is not yet able to replicate.