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.

The Competition and Markets Authority will decide whether the US tech giant must be designated with so-called strategic market status in the online search and advertising market. The new rules that came into effect this month give the CMA more powers around demanding information from companies, hand out hefty fines on firms and impose remedies to boost competition.