The CMA's investigation into Google aims to assess whether the search and advertising services provide fair outcomes for UK businesses and consumers, focusing on competition.
Millions of consumers rely on Google's services, with over 90% of UK searches taking place on their platform; ensuring fair conditions is critical for business.
The investigation will tackle key issues such as the control consumers have over their data, the diversity of services available, and the costs of search advertising.
The CMA emphasizes the importance of delivering good outcomes for everyone, especially as advancements in AI have the potential to reshape search services.
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