Google accused of abusing its dominant search engine position again - this time by adult retailer Ann Summers

British adult retailer Ann Summers has taken aim at Google, accusing the tech giant of abusing its dominant search engine position. The company claims that Google’s SafeSearch filters — designed to screen out explicit content — are effectively blacklisting its website, making it nearly invisible to potential customers.

Ann Summers alleges that when SafeSearch is activated (a feature that many internet providers enable by default), their carefully curated selection of lingerie and sex toys is mysteriously buried beneath competitors’ offerings. “We’re not visible because of our classification, yet rivals like Amazon and Marks & Spencer seem to dodge these restrictions,” an Ann Summers spokesperson told the Competition and Markets Authority (CMA) in a recent submission.

The fallout has been significant. With more than 3 million website visits reportedly lost and an 11% fall in annual sales — recently dropping to £93 million — the retailer isn’t just fighting for clicks, but for survival in a competitive market. In a creative bid to counteract the digital dead-end, Ann Summers even launched an alternative site, Knickerbox, to help customers find what they’re after.

Google, a name synonymous with search, now finds itself in hot water again over its market dominance. Critics argue that the search giant’s inconsistent application of its content filters is distorting the market, tilting the playing field unfairly in favor of more “mainstream” retailers. The CMA, which is already scrutinizing Google’s grip on search and its practices around harvesting information, has now been handed another juicy case that could potentially lead to stricter regulatory measures.

The issue isn’t just about one retailer — it’s emblematic of broader concerns over how powerful digital platforms manage and sometimes manipulate what we see online. For Ann Summers, the stakes are clear: losing visibility means losing business, and in a marketplace as vibrant and competitive as adult retail, every click counts.

While Google was contacted for comment and has yet to respond, the industry watches with bated breath. Should the CMA decide to designate Google with “strategic market status,” the tech titan could soon face a raft of strict regulations aimed at curbing its market power.

This latest controversy adds another chapter to the ongoing saga of digital dominance and the delicate balance between safe browsing and fair market competition. As Ann Summers continues its campaign to reclaim its rightful spot on the search results page, consumers and competitors alike are left wondering: Is Google’s algorithm more about censorship than convenience?

Stay tuned as this story develops.