The UK’s Competition and Markets Authority has found that Google “abused its dominant position” in online advertising.
The investigation provisionally found that Google is using anti-competitive practices.
In Australia, competition watchdog the Australian Competition and Consumer Commission (ACCC) is closely following moves in other jurisdictions.
"The ACCC is aware of developments regarding Google in the UK in relation to ad tech services," said an ACCC spokesperson.
The US Department of Justice and European Commission has also opened investigations into Google’s activities in advertising.
The UK authority is concerned that Google is actively using its dominance to preference its own services which are used by the vast majority of publishers and advertisers to bid for and sell advertising space.
Google disadvantages competitors and prevents them from competing on a level playing field, the authority said.
“We’ve provisionally found that Google is using its market power to hinder competition when it comes to the ads people see on websites,” said Juliette Enser, interim executive director of enforcement.
“Many businesses are able to keep their digital content free or cheaper by using online advertising to generate revenue. Adverts on these websites and apps reach millions of people across the UK – assisting the buying and selling of goods and services.
“That’s why it’s so important that publishers and advertisers – who enable this free content – can benefit from effective competition and get a fair deal when buying or selling digital advertising space.”
The authority is now considering what may be required to ensure that Google ceases the anti-competitive practices.
Representations from Google will be considered by the authority before it makes a final decision.
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