An attendee takes a photograph using a Google Pixel 9 smartphone during the CP+ trade show in Yokohama, Japan on February 27, 2025. The event showcased the latest advancements in camera technology and mobile devices, highlighting the pivotal role that smartphones play in todays digital landscape.

On Tuesday, the Japan Fair Trade Commission (JFTC) made headlines by issuing a cease and desist order against the American tech giant Google, citing unfair trade practices related to its search services on Android devices. This significant action aligns with similar regulatory crackdowns that have occurred in both the UK and the United States, where companies face increasing scrutiny over their market dominance and the practices they employ to maintain it.

In its official statement, the JFTC asserted that Google had breached Japan's anti-monopoly law. The Commission accused the tech giant of coercing Android device manufacturers to prioritize its own search applications and associated services through stringent licensing agreements. Such agreements are crucial as they grant manufacturers, including well-known brands like Samsung and Lenovo, permission to preinstall essential Google apps on their devices, which also comprise the Google Play Storean essential platform for app distribution.

However, the JFTC found that Google was not merely facilitating the installation of its apps. According to their investigation, Google utilized these licenses to mandate manufacturers to preinstall and prominently display its Google Search and Chrome browser on their devices. As of December 2024, it was reported that at least six such agreements were in effect with various Android manufacturers, suggesting a widespread practice that could hinder competition.

Moreover, the JFTC revealed that Googles licensing conditions included a requirement that manufacturers exclude rival search services from their devices as a prerequisite for participating in Googles advertising revenue-sharing model. This approach raises significant concerns about fair competition and the potential stifling of alternative search engines, thereby restricting consumer choice.

The actions taken by the JFTC reflect a growing trend among global regulators to hold tech giants accountable for practices that may harm competition and innovation. As the digital landscape continues to evolve, the outcomes of such regulatory efforts will be critical in determining how technology companies operate and compete within various markets.