The context of the investigation
The British Competition and Markets Authority (CMA) has recently launched an investigation into Google, aimed at determining if the company has a strategic status in the market. This status, defined as ‘Strategic Market Status’, is conferred on those companies that exert significant influence in the online search and digital advertising sectors. The decision to start the investigation was motivated by the need to guarantee a competitive and fair environment, especially in a sector as dynamic and constantly evolving as the technological one
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Antitrust regulations and powers
British regulations give Antitrust the power to intervene to correct any distortions of competition. These laws are designed to protect consumers and smaller businesses from unfair business practices. If the investigation reveals that Google is adopting practices that compromise competition, the Antitrust could take significant corrective measures. This could include the imposition of operational changes on Google, affecting how the company manages its activities in the United Kingdom
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Implications for the digital market
The issue of Google’s influence in the digital market is of great relevance. The company, which controls a significant share of the online search and advertising market, may face restrictions that could alter its business model. The corrective measures could not only affect Google, but also have repercussions on other companies in the sector, creating a precedent for future investigations and regulations. The developments of this survey will be closely followed by analysts and operators in the sector, as they could mark a significant change in the digital competition landscape
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