A British probe into Google has opened by a watchdog agency as its first ivestigation under a new law over Google's search and advertising services on some European consumers.

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.

Google is the first company investigated for potential strategic market status under the new U.K. Digital Markets, Competition and Consumers Act.