The United Kingdom's Competition and Markets Authority (CMA) has launched a probe into Google's search services, using newly expanded regulatory authority to examine the tech giant's effect on consumers, advertisers, and competitors.

This step comes amid mounting demands in the United States for tighter controls on the company, including the possibility of a breakup.

Sarah Cardell, the chief executive of the CMA, highlighted the crucial role of fair competition in search services for economic advancement.

"Google's search and advertising services are relied upon by millions of individuals and businesses, with ninety percent of searches occurring on their platform and over two hundred thousand UK businesses advertising there," she stated.

"Our role is to ensure people benefit fully from choice and innovation in search services and receive a fair deal."

Google’s competition director, Oliver Bethell, reacted to the news in a blog post, declaring the company’s readiness to work with the CMA.

He underscored the significance of digital services like Google Search in propelling economic growth and emphasized the necessity for evidence-based, pro-innovation regulations.

Bethell cautioned against excessively restrictive competition rules, arguing they could hinder opportunities for consumers and businesses.

The UK regulator's investigation will explore several key areas, including:
- Whether Google's dominance in the market hinders innovation and creates entry barriers in the search market.

- The possibility of Google favoring its own services over those of competitors.

- How Google collects and uses vast amounts of consumer data.

- The development of AI-powered search engines, like ChatGPT, and whether Google's practices influence or obstruct these new technologies.

The CMA's inquiry follows a U.S. antitrust case where prosecutors claimed Google must implement measures such as divesting its Chrome browser and sharing data with rivals to address its alleged search monopoly.

In August, a U.S. judge ruled that Google violated antitrust laws by spending billions to secure its position as the default search engine globally.

The UK probe will also assess whether Google should be designated as having Strategic Market Status (SMS) in search and search advertising, a label that would permit the CMA to enforce specific conduct requirements or intervene in the market.

This aligns with the CMA's broader efforts to tackle competition issues in the digital economy, which have also involved investigations into Amazon, Microsoft, and the Google-Apple dominance in mobile browsers.

The investigation's conclusions, expected to take up to nine months, could lead to substantial actions, such as enforcing data sharing with competitors and granting publishers more control over their content.

The CMA's actions highlight the growing global scrutiny of major tech companies and the difficulties they encounter in navigating increasingly intricate regulatory environments.