A British probe into Google has opened by a watchdog agency as its first ivestigation under a new law over Google's search and advertising services on some European consumers.

It will be the first investigation under a new digital markets competition regime that could force the company to change its conduct.

Britain will use new regulatory powers to investigate Google's search services to see how they impact consumers and businesses, including advertisers and rivals, following U.S. calls to break up the tech giant.

The tech giant accounts for 90% of web searches in the UK - the regulator will probe whether that harms consumers and rivals.

Britain will use new regulatory powers to investigate Google's search services to see how they impact consumers and businesses, including advertisers and rivals, following U.S. calls to break up the tech giant.

Britain's competition watchdog flexed new digital market powers on Monday for the first time with an investigation into Google's search and search ad businesses. Under beefed-up rules that took effect this month designed to protect consumers and businesses from unfair practices by Big Tech companies,