The CMA has launched an investigation of Google Search to determine if it holds strategic market status and if its services benefit UK consumers and businesses.
Given Google's significant dominance in search, the CMA aims to ensure effective competition, potentially reducing advertising costs for businesses and lowering consumer prices.
The collective action against Google, certified by the UK Competition Appeal Tribunal, holds the potential to challenge Google's practices and promote competition in the digital marketplace.
Nikki Stopford emphasized that Google's ongoing dominance increases advertising costs, which directly affects prices for consumers, thus making the need for accountability urgent.
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