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.

UK antitrust regulator is investigating Google's 90% search market dominance, potentially reshaping how the company handles search rankings.

Alphabet Inc.’s Google is facing the first UK investigation under the tougher antitrust rules for the digital market over concerns that it’s distorting the market in search and online advertising services.