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The UK business secretary Alok Sharma announced that the dominance of a few tech companies, including Facebook and Google, is leading to less innovation, higher advertising price practices, and less choice and control for consumers in the country. In this sense, the UK's new pro-competition regime for digital markets will ensure that smaller companies are not prevented from succeeding in the digital space. The Competition and Markets Authority will have a specialised Digital Market Unit with the power to enact and enforce a new conduct of practices on technology companies, which will set limits of acceptable economic behaviour.
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