Google has called for a relaxation of UK local and regional merger rules in its submission to the Office of Fair Trading, arguing that the rise of the internet has contributed to an irrevocable change in the market.
In a submission to the OFT, the Google UK managing director, Matt Brittin, formerly Trinity Mirror's director of strategy and digital, said that the original reasons for establishing the broadcasting and print media merger restrictions had "become less relevant" in the internet age.
"As a former newspaper man and now managing director of Google in the UK I wanted to add our support to the case for change," wrote Brittin in a letter to the OFT.
"Google supports the position of many newspapers for the need to allow for a 21st century merger regime, allowing local and regional news services to merge and consolidate in order to create scalable and competitive news offerings, in line with general principles of UK competition law."
Brittin said that one of the main reasons for establishing the ownership restrictions, which stop big regional publishers such as Trinity Mirror, Johnston Press and Daily Mail & General Trust from merging, was to protect local businesses and advertisers from being abused on pricing due to a lack of competition.
However, Brittin argued that competition for ad revenue had intensified over the last few years, a trend greatly accelerated by the rise of the internet, making the existing regulations outdated.
"Given the increased access to local and regional news and information for users, and the increased advertising offerings for local businesses, traditional 'market' definitions have become less relevant," he added.
Brittin also argued that Google, which has been criticised for making huge amounts of money on the back of content from companies including newspaper publishers, in fact helps many newspapers to build online audiences and revenues so "publishers can earn a greater return on their efforts".
Earlier this month Brittin defended Google, arguing that it gave back $5bn (£3.3bn) to publishers in the last year.
In February, the OFT launched a review of local and regional media ownership rules.
• To contact the MediaGuardian news desk email editor@mediatheguardian.com or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.
• If you are writing a comment for publication, please mark clearly "for publication".
