The Competition and Markets Authority (CMA) investigates whether Google is using its visibility to favour its services over rivals unlawfully. This is the second time it has actively investigated Google’s advertising technology practices.
If it finds that Google has breached competition laws, the CMA could opt to open a follow-up inquiry under the Competition Act 1998. If that subsequent investigation finds that it has broken the law, it may fine up to 10% of Google’s global revenue.