UK Regulators to Investigate Google’s Position in Search, Advertising Markets | Global News Avenue

British regulators have launched an investigation into the market position of Alphabet’s search and advertising services (Google) Google is the first company to fall under new antitrust rules that take effect at the start of the new year.

The Competition and Markets Authority said on Tuesday it would investigate whether Google has a “strategic market position” in the search and search advertising industries. If Google is found to own text messaging services in these industries, regulators will be able to “impose conduct requirements or propose pro-competitive interventions” to improve markets for consumers and businesses.

According to the CMA, Google accounts for at least 90% of searches in the UK and works with more than 200,000 companies using its search advertising products.

Google said in a statement that “an innovative, evidence-based system that supports innovation will help British consumers and businesses by expanding choice, lowering prices and opening up new markets.”

“The alternative to overly prescriptive digital competition rules will ultimately stifle choice and opportunity for consumers and businesses,” Google said.

The tech giant also said it looked forward to “engaging constructively” in the CMA’s investigation.

Competitive search and advertising markets benefit users, businesses and publishers

Regulators say ensuring the market is competitive benefits consumers looking for the best search products, businesses looking to make the most efficient use of their advertising budgets, and publishers such as news outlets who want their content to get the most attention.

Britain is joining a wave of antitrust actions against the world’s largest technology companies in recent years. European regulatory agencies spent a lot of money of survey last year potential monopolist Google and others in a new lawwhile the U.S. Department of Commerce The judiciary is currently working arrive break up Search giant.

The investigation announced Tuesday will include public comments and conversations with Google and its competitors and will conclude in mid-October.