Britain's Competition and Markets Authority said it's consulting on a proposal to give Google "strategic market status." The status is a designation under the U.K.'s new Digital Markets, Competition and Consumers Act for tech firms that hold entrenched market power.

UK's Competition and Markets Authority are eyeing tighter control of Google, a move that could reshape how advertisers reach users in search.

The UK has proposed giving Google “Strategic Market Status,” which means it will be subject to conduct requirements that prevent anti-competitive practices.