Other conduct rules that the CMA is considering include requirements in how it ranks its search results and for Google’s distribution partners such as Apple to offer “choice screens” to help consumers switch more easily between search providers.

The CMA said Alphabet-owned Google’s dominance made the cost of search advertising “higher than would be expected” in a more competitive market.

Google on Tuesday slammed the proposals as “broad and unfocused” and said they could threaten the UK’s access to its latest products and services.

Oliver Bethell, Google’s senior director for competition, warned that “punitive regulations” could change how quickly Google launches new products in the UK.

“Proportionate, evidence-based regulation will be essential to preventing the CMA’s road map from becoming a roadblock to growth in the UK,” he added.

Bethell’s warning of the potential impact of any regulations on the wider UK economy comes after the government explicitly mandated the CMA to focus on supporting growth and investment while minimizing uncertainty for businesses.

Google said last year that it planned to invest $1 billion in a huge new data center just outside London.

The CMA’s probe comes after Google lost a pair of historic US antitrust cases over its dominance of search and its lucrative advertising business.

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