Regulators in the United Kingdom have opened an investigation into the market position of the search and advertising services of Alphabet's (GOOGL) Google, the first unde🅘r new antitrust rules that went into effect𝓰 with the start of the new year.

The Competition and Markets Authority said Tuesday that it will investigate whether Google has "strategic market status" in the search and search advertising industries. If Google is found to have SMS in the sectors, the designation would allow regulators to "impose conduct requirements or propose pro-competition interventions" that could improve the market for consumers and businesses.

Google accounts for at least 90% of search✱es in the U.K., according to the CMA, and works with over 200,000 companies that use its search advertising prꦍoducts.

Google said in a statement that "a pro-innovation, evidence-based regime will help UK consumers and businesses by expanding options, reducing prices, and opening new markets."

"The alternative of overly prescriptive digital competition rules would end up stifling choice and opportunity for consumers and businesses," Google said.

The tech giant also said it looks forward to "engaging constructively" with the CMA's investigation.

Competitive Search, Ad Market꧂s Benefit Users, Businesses,ꦏ Publishers

Regulators said ensuring the markets are competitive beneꦓfits consumers looking for the best search product, businesses looking to make the most effective use of their advertising budgets, and publishers like news outlets looking to get the most attention for their content.

The U.K. is joining a recent antitrust push against the world's biggest tech companies in recent years. European regulators 澳洲幸运5官方开奖结果体彩网:spent much of 澳洲幸运5官方开奖结果体彩网:last year investigating potential monopolies held by 澳洲幸运5官方开奖结果体彩网:Google and others under a new law, while the U.S. Department of 澳洲幸运5官方开奖结果体彩网:Justice is currently working to break up the search giant.

The investigation announced Tuesday will include public commentary and conversations with Google and it🎃s competitors, and conclude by mid-October.