The U.K. report’s findings could add weight to the case for further regulation of tech companies in Britain as well as across Europe. The recommendations within the report are non-binding as well as will currently be considered by the U.K. government.

The report called on the U.K.’s competition authority to investigate the online advertising industry to “ensure fair competition.” Google as well as Facebook accounted for an estimated 54 percent of online advertising revenue within the U.K. in 2017.

“The government must take steps to ensure the position of Google as well as Facebook does not do undue harm to publishers,” the report said.

Last week Germany’s antitrust watchdog ruled Facebook had abused its market dominance in how of which collects as well as merges user data. The authority said Facebook cannot combine data through separate apps like Instagram as well as WhatsApp without users’ consent. Facebook said of which is actually appealing the decision.

Legal experts say antitrust authorities in Europe may be well-placed to lead the charge against tech companies within the region.

“Competition agencies are often more experienced as well as better resourced than data protection agencies as well as hence in a better position to successfully build the case against a big company like Facebook,” said Anu Bradford, a professor as well as director of the European Legal Studies Center at Columbia Law School, in an email to SouthIndianNews.com last week.

The European Commission, the executive arm of the EU, is actually currently investigating Google for antitrust violations in its advertising business. The Commission has already levied two record fines on the company for abusing antitrust rules with its Android devices as well as its comparison shopping service.