A different tool

The UK’s digital markets competition regime came into force in January 2025. It allows the Competition and Markets Authority to designate firms with strategic market status in a specific activity and create targeted conduct requirements. By mid-2026 the CMA had completed several designations and opened another investigation into Microsoft’s business-software ecosystem. The approach is designed to be more tailored than applying identical rules to every technology company.

The steering question

In June 2026 the CMA opened parallel consultations on requirements that would let British app developers tell customers about payment or purchase options outside Apple and Google’s stores. The response period closed at 5pm on 28 July. That deadline is a procedural milestone, not a final decision: no new steering obligation automatically entered force the following day. The CMA says it will consider the feedback and decide later in 2026 whether to impose requirements. The practical result will depend on remaining charges and whether users clearly understand where a purchase takes place and who handles refunds.

The international comparison needs care

The European Commission fined Google on 23 July under the EU Digital Markets Act, including €430 million for restrictions on developers promoting offers outside Google Play. That decision shows why steering rules are commercially important, but it does not determine the UK outcome. Britain’s regime uses its own legal tests, evidence and targeted conduct requirements. The CMA can learn from changes and enforcement elsewhere while still having to justify what is effective and proportionate for UK developers and consumers.

The proof is behaviour

Platforms argue that integrated distribution, review and payment support security and trust. Developers argue that control over discovery and transactions entrenches fees and limits alternative business models. Good rules should create room for choice without making deceptive flows easier. Success should be measured by whether British developers launch new offers, retain more revenue and pass some benefit to customers — not by the length of the regulatory document.

UK TECH TRENDIndependent analysis for the British technology market.

Continue to all articles