Google may soon face new requirements in the UK aimed at providing consumers with more choice over which online search services they use, according to the country’s competition watchdog.

The UK’s Competition and Markets Authority (CMA) is investigating the tech giant under a new law that allows the regulator to demand changes if it finds that a company holds too much power in a particular market.

Google currently dominates the UK search market, accounting for over 90% of searches, with approximately 200,000 businesses using its search advertising services to reach customers, as reported by the BBC.Alphabet, Google’s parent company, has criticized the CMA’s proposed changes, calling them “broad and unfocused.” However, the company has said it will “work constructively” with the regulator moving forward.

The CMA, which is not accusing Google of anti-competitive behavior at this stage, has outlined a “roadmap” for potential changes to the company’s operations.

These changes could include requiring “choice” screens for users to access different search providers and offering more transparency and control for publishers whose content appears in search results. A final decision is expected in October.

According to the CMA, the average person in the UK conducts between five and ten searches per day, and businesses spend an average of £33,000 annually on Google advertisements. The watchdog believes that, if competition were functioning properly, this figure could be lower.

“Google search has delivered tremendous benefits but our investigation so far suggests there are ways to make these markets more open, competitive and innovative,” said CMA Chief Executive Sarah Cardell.

She added that the proposed changes would give UK businesses and consumers more choice and control over how they interact with Google’s search services.

However, Google expressed concerns over the potential outcomes of the investigation.

A company spokesperson said that while the CMA has reiterated that “strategic market status” does not equate to accusations of anti-competitive behavior, the investigation and proposed changes “could have significant implications for businesses and consumers in the UK.”