The European Commission has launched an scrutiny in to Google after other finding engines complained that the definite had abused its widespread position.
The EC will analyze either the world's largest finding engine penalised competing services in its results.
The investigate follows complaints by firms inclusive cost more aged site Foundem and authorised finding engine ejustice.fr.
Google denies the allegations but mentioned it would work with the Commission to "address any concerns".
Earlier this year the profession broad of Texas launched a identical scrutiny subsequent to complaints from firms inclusive Foundem.
The objections in both cases are from competitors that lay that Google manipulates its finding results.
"The European Commission has motionless to open an antitrust scrutiny in to allegations that Google has abused a widespread location in online search," the body mentioned in a matter .
It mentioned the action followed "complaints by finding service providers about unlucky treatment of their services in Google's delinquent and sponsored finding results joined with an purported favoured chain of Google's own services."
The Commission's scrutiny does not indicate any negligence by Google.
"Since you started, Google you have worked hard to do the correct thing by the users and the industry," mentioned the definite in a statement.
"But there's always going to be room for improvement, and so we'll be using the Commission to residence any concerns."
Sir Martin Sorrell, arch senior manager of WPP, the world's largest promotion agency, welcomed the EU's preference to investigate.
"Search is the portal to the internet and Google has a huge share," Sir Martin told the BBC. "I do not regard that the scrutiny is surprising, since the vital significance of the internet."
He mentioned that many of WPP's large customers will moreover acquire the probe.
"When someone [like Google] is so successful you have to consternation why," he said. "If the EU find something it will make sure consumer selection is protected. If [the EU] doesn't find anything, that will be good."
ICOMP, a business organisation whose members add Foundem, mentioned it welcomed the investigation. "This is not only about finding results," mentioned ICOMP's authorised confidant David Wood.
"This is about the entire ecosystem of carrying out business with online content, online promotion companies and program companies."
Google offers two variety of finding outcome - delinquent results constructed by the firm's algorithms that are displayed in the principal body of the page and "ads", formerly called sponsored links.
The scrutiny will try to establish either the firm's way of generating delinquent results adversely affects the ranking of other firms, especially those providing supposed straight finding services.
These are dilettante finding providers, and can add sites that offer cost comparison, for example.
Foundem alleges that Google's algorithms "remove bona fide sites from [its] innate finding results, irrespective of relevance". It moreover says that the definite promotes its own services over those offering by competitors.
"Google is exploiting its prevalence of finding in ways that suppress innovation, suppress competition, and eat away consumer choice," Foundem mentioned in its censure filed in February 2010.
But Google argues that there are "compelling reasons" because these sites are "ranked poorly".
For example, it said, Foundem "duplicates 79% of its website calm from other sites."
"We have consistently sensitive webmasters that the algorithms waste reproduction sites," the definite said.
The Commission will moreover look in to allegations that Google manipulated elements of its network that establish the cost paid for ads from these sites.
Finally, the scrutiny will moreover investigate how the company deals with promotion partners.
Advertising is the core of Google's business.
Google is purported to levy "exclusivity obligations on promotion partners, preventing them from fixation particular variety of competing ads on their web sites, together with on P.C. and program vendors," according to an EC statement.
In addition, the EC mentioned it would moreover look in to "suspected restrictions on the portability of online promotion campaign information to competing online promotion platforms."
Google says it already allows customers "to take their information with them when they switch services" and that its contracts "have never been exclusive".
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