Sydney: Antitrust Australia Watchdog said he wanted the power to curb the use of Google Internet data to sell targeted advertisements, said large technology companies dominate the market to endanger publishers, advertisers and consumers.
Comments, in a report published on Tuesday, regulating the possibility of conflict between Australia and Google months after the Alphabet Inc.
unit vowed to attract the core service of the country through a new content license law.
It can also spur along the anti-monopoly lawsuit reportedly compiled by the US Department of Justice accusing Google using market muscles for limping rivals.
European regulators also examined Google’s advertising business.
In the “Ad Tech” report, which still has to be considered by the government, the Australian competition and the consumer commission (ACCC) said Google’s dominance of online advertising was very rooted that the existing law was not enough to control anticompompetitive behavior.
More than 90% click on the advertisement passing through the supply chain “Ad Tech” Australia passed at least one service owned by Google in 2020, the regulator said.
“Google has used an integrated position vertically to operate its advertising technology services in a way that has been, over time, leading to an unfavorable advertising technology industry,” said the Rod Sims seat in a statement.
“This behavior has helped Google to build and record its dominant position in the supply chain of advertising technology.
We recommend rules that are considered to manage conflicts of interest, prevent anti-competitive self preferences, and ensure rival advertising technology providers can compete with their abilities..” A interpreter Talk Google is not available immediately for comments.
In a blogPost was published immediately before the Acccc report, Google said the advertising technology supports more than 15,000 Australian jobs and contributed $ 2.45 billion per year for the Australian economy every year.
ACCCC said US companies benefited from a large number of internet user data from search engines, mapping and streaming YouTube video streaming, and must be more transparent on how to use this information to sell ads.
Regulators say they want special strength to overcome advertiser access imbalances to consumer data, such as rules that stop companies from using data collected by one service – such as mapping – to sell targeted ads without the same benefit.
It is also said that Google will be made to clarify openly how it uses people’s data to sell and display ads.
The “Tech advertising” report is part of the ACCCC online platform examination that earlier this year encourages Google to say it might attract core services from the country through laws that force to pay media content that displays its website.
Google has announced the content payment transaction with most of the largest media outlets in Australia, as well as the social media giant Facebook Inc.
who did cut news feedback in the country for a week before the law was passed.
Treasurer of Josh Frydenberg, who assigned the report, said that in a statement the government would consider reports’ findings and recommendations.