It was found that Facebook’s rival, Giphy, once had digital advertising through paid sponsors outside the UK, with plans to expand sponsorship deals to other countries, including the UK.
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Britain’s competition watchdog on Thursday gave Facebook and Gippy five working days to propose to address their concerns over their merger deal, which could affect the supply of digital advertising and animated images.
The UK’s Competition and Markets Authority launched a preliminary investigation in January when US-based social media network firm Antitrust was under global regulatory scrutiny over concerns.
It was found that Facebook’s rival, Giphy, once had digital advertising through paid sponsorship outside the UK, with plans to expand sponsorship deals to other countries including the UK.
“If Giphy and Facebook merge, Giphy may offer less incentive to expand its digital advertising … This is particularly in view of Facebook’s current market power in display advertising,” the regulatory authority said. said.
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Facebook and Zippy did not immediately respond to Reuters’ requests for comment.
The world’s largest social media company, Giphy, purchased a website to create and share animated images or GIFs, which in May last year integrated it with its fast-growing photo-sharing app, Instagram. However, a source told Reuters in June that Facebook was blocking integration.
The company had said that the integration of Giphy with other social platforms such as Twitter, Snapchat and BiteDance’s TicketLock will not change.
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