(Last Updated on )
Last week the UK Competition and Markets Authority (CMA) launched its strategic market status investigation into Microsoft’s business software ecosystem. An investigation doesn’t necessarily imply that Microsoft has done anything wrong; it will examine Microsoft’s position in the markets and decide whether it is powerful enough to require “action to promote customer choice”.
This is A Good Thing. Doubtless vendors of video conferencing, email clients, and clown computing will have their own stories to tell of Microsoft’s self-preferencing, but I’m in the browser business, so here’s mine.
Three years ago the CEO of Vivaldi (my boss) wrote an open letter to the EU Commission expressing concerns over Microsoft’s anti-competitive practices. And since I joined Vivaldi in 2024, I’ve been working with other Windows browser vendors in the Browser Choice Alliance, making press and regulators aware of Microsoft’s dark patterns and deceptive practices.
We’ve managed to shame Microsoft into making some changes in the EU, although Microsoft Edge is still not designated a ‘Core Platform Service’ (CPS), so remains exempt from special obligations. (It was originally designated, but Microsoft appealed and it was un-designated [PDF] because “Edge’s scale of usage in the web browser CPS category is low” and “Microsoft’s ability to use Edge as a lever to drive usage of other Microsoft services is at present limited”.)
But, of course, the UK is no longer a member of the EU, so Microsoft continues to misbehave on this scepter’d isle. For example, Windows doesn’t respect the user’s chosen default browser when you do a search from the Windows Bottom Taskbar Thingy
. Here’s a video made Monday 18 May at 12.16pm, four minutes after a Windows update on a UK region Windows 11 machine, with Vivaldi set as the default web browser:
The important thing to note is that Windows starts Microsoft Edge when you initiate a search in Windows Bottom Taskbar Thingy. It’s self-preferencing and this behaviour cannot be over-ridden (although you can override Bing as the default search in Edge).
Once upon a time you could use EdgeDeflector, a small application that intercepted URIs that force-open web links in Microsoft Edge and instead redirected it to the system’s default web browser (if you knew the utility existed, and knew how to get code from Github, and were allowed to install it on a corporate machine) but Microsoft sabotaged that.
Why does Microsoft make Windows do this? As with a shark or a werewolf, I can only speculate about the Beast Of Redmond’s primal urges, but every user that can be shown Bing search results is a chance to show more ads, and make more money. And, perhaps just as important to Microsoft, it’s money that’s not going to Google.
Now that “A.I.” is being pushed deeply into all Microsoft products, it is a great chance to get users away from Google’s Gemini and into Copilot – which will show you personalised ads and use your private data for training the next iteration of its LLM soothsayer.
If you don’t want ads to be personalized, simply adjust your ad settings … When you share information with Copilot it benefits your and others’ experiences by helping Copilot understand trending topics and common questions. You can always opt out.
Which means that unless you take evasive action, you’re being snooped on by default. You’re tracked in the browser; what you do in the search engine is spied on, and anything you let Copilot see is training data.
Fun fact: a lot of people pronounce Microsoft’s sparkling autocomplete as “Co-Pilot”, but it’s actually pronounced “Copy-Lot”. That’s because Mustafa Suleyman, CEO of Microsoft AI (“a division bringing together our major consumer AI products including Copilot, Bing, GroupMe, MSN and Edge”) believes
With respect to content that is already on the open web, the social contract of that content since the ’90s has been that it is fair use. Anyone can copy it, recreate with it, reproduce with it. That has been freeware, if you like.
Personally I don’t like. But they copy, lots. Hence the name.
Anyway, whatever the motivation, the tactics are working. Last year Microsoft boss Satya Nadella, said in the 2025Q2 earnings call that Edge has surpassed 30% market share in the US on Windows; this year he announced
Our Edge browser has taken share for 20 consecutive quarters, and Bing monthly active users reached 1 billion for the first time
As with other Big Tech wannabe monopolists, if dirty tricks work while regulators turn a blind eye, Microsoft has no reason to stop. In fact, it has millions of green-backed reasons to continue using its market dominance to restrict competition.
As always, the CMA are eager to hear opinions of UK businesses, or organisations that have customers in the UK. You can be as brief as you like (i.e., you don’t need to have an opinion on every facet of Microsoft’s software) and can remain anonymous. Comments close midnight on 4 June.