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The British regulator today launched a second investigation into Google's advertising practices, claiming that the global search engine owned by Alphabet may be violating competition rules and illegally favoring its own services, Reuters reported. .

The latest investigation by the British Competition and Markets Authority follows a previous one, which examined an agreement between Google and Meta, the parent company of Facebook, known as Jedi Blue. concluded earlier this year.

The regulator announced today that it is looking at three key parts of the advertising technology chain, services that mediate advertising technology, as Google has the largest provider in each of these components.

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"We are concerned that Google may use its position in advertising technology to favor its own services to the detriment of its competitors, customers and ultimately consumers," Andrea Cosheli, chief executive of Britain's rival body, said in a statement. 

A Google spokesman told Reuters that the company would continue to work with the regulator to answer his questions and share details of how the company's systems work.

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