The CMA growled that Google has used its dominance in online display advertising to favor its own ad tech services, disadvantaging competitors and preventing them from competing on a level playing field.

The CMA's concerns include "self-preferencing" by Google, where the tech giant allegedly favors its own services over those of competitors. This practice is seen as harmful to the vast majority of UK publishers and advertisers who rely on Google’s technology to bid for and sell ad space.

CMA enforcement director Juliette Enser said effective competition in the digital advertising space was vital to keep digital content free or cheaper for consumers.

Google, however, disagrees with the CMA’s findings, arguing that their ad tech tools help websites and apps fund their content and reach new customers effectively.

This is not the first time Google has faced such allegations. Similar concerns have been raised by regulators in the European Union and the United States, with ongoing investigations and legal actions.