Ofcom issues search engine warning

Ofcom has asserted that search engines have "rapidly consolidated" their position as the tool with which most users begin their online experience.

The watchdog's second review of public service broadcasting recommended that search engines ensure their results offer prominent rankings to public service content, such as news, as there is high public demand.

However, it warned that consumers could lose out if portals focus mainly on commercial value rather than public demand.

"An 'arms race' is likely to continue between those search engine providers keen to meet the full range of needs of their users and those who place the greatest commercial value on the traffic generated by search," Ofcom suggested.

It urged news providers such as broadcasters to partner with search and navigation providers to ensure they receive online prominence.

Recently, Ofcom published a report into the future of news after the digital switchover.

It quoted Neil Benson, of regional newspaper group Trinity Mirror, as describing Google News as a greater threat than ITV local in terms of delivering geographical stories.