The decision comes just days before the EU’s new Data Act takes effect on 12 September.

The Data Act is designed to break down limitations in the cloud market by reducing vendor lock-in, giving businesses more freedom to move data between providers, and ensuring fair competition. Under the new rules, cloud firms will no longer be able to impose excessive switching costs, with stricter bans on most fees expected by 2027.

Google’s “Data Transfer Essentials” goes further than the law requires. Instead of charging “at cost,” as the Act permits, the company is offering multicloud transfers at no cost. 

Jeanette Manfra, Google Cloud’s senior director of global risk and compliance, confirmed the decision in a blog post: “Although the Act allows cloud providers to pass through costs to customers, Data Transfer Essentials is available today at no cost to customers.”

This makes Google a more customer-friendly option compared to AWS and Microsoft. Microsoft only introduced at-cost transfer fees in the EU in late August, while AWS says its European customers can request reduced rates in certain cases.

For organisations that rely on multiple cloud providers to boost flexibility and resilience, the latest development could reduce financial and technical issues. Analysts note that Google’s decision may appeal particularly to small and medium-sized businesses, which usually face the steepest challenges when navigating cloud contracts.

The EU and UK have both complained about the dominance of U.S. cloud giants. Collectively, AWS, Microsoft, and Google control over two-thirds of the European cloud market. 

Regulators have accused Microsoft of using restrictive licensing that disadvantages smaller providers. Meanwhile, lawmakers in France have flagged risks around data sovereignty, warning that U.S. laws such as the CLOUD Act could allow American authorities to access data stored in Europe.

The Phase 1 inquiry began on August 22, 2025, with the regulator setting October 20, 2025 as the deadline for its initial decision. 

The CMA is examining whether the merger may lead to a “substantial lessening of competition” in the United Kingdom, as provided under the Enterprise Act 2002. If serious risks are found, the case will move to a Phase 2 probe, which could delay or even block the transaction.

The deal, announced in January 2025, would create one of the most powerful forces in global stock photography, with projected annual revenues approaching $2 billion. 

Getty, Shutterstock Plan Merger to Strengthen Market Position

Under the agreement, Getty shareholders will control 54.7% of the new company, while Shutterstock investors will hold 45.3%. Shutterstock shareholders will also receive $9.50 in cash and 9.17 Getty shares for each of their holdings, subject to proration. Craig Peters, Getty’s chief executive, is expected to lead the combined entity.

In the United States, the Department of Justice issued a “Second Request” in February, pointing to more antitrust issues. Similar reviews are also underway in the European Union and Asia. Both companies have pledged to fully cooperate with regulators across all jurisdictions.

Shutterstock shareholders have already shown their support, with 82% voting in favour of the deal earlier this month. Analysts estimate that the merger could generate between $150 million and $200 million in cost savings over three years, primarily by reducing duplication and sharing infrastructure.

Beyond regulatory cases, experts warn of wider consequences. The global stock image market is valued at more than $4 billion, and Getty Images and Shutterstock together control a large slice of it even before the merger.

By joining forces, the companies plan to increase investment in artificial intelligence, improve licensing systems, and compete more aggressively against rivals such as Adobe Stock, Envato, and Unsplash.

However, not everyone is optimistic. Contributors who rely on these platforms to sell their content worry that the merger could drive down royalties, reshape algorithms that rank content, and reduce the diversity of platforms available to creators.

The CMA’s initial ruling in October will reveal how the merger proceeds. If the watchdog pushes the case into a deeper review, Getty and Shutterstock face a long road before they can unite under one roof.