Attorneys general from 48 states (as well as the District of Columbia and Puerto Rico) have launched an investigation into Google to determine whether the company’s business practices have violated antitrust laws. Google is at the forefront of the ad market and has data on just about anyone, so legal experts are right to be concerned.

Even the U.S. Department of Justice is getting into the action with its own, separate antitrust probe. Texas’s Attorney General Ken Paxton will be leading the joint state investigation.

“When there is no longer a free market or competition, this increases prices, even when something is marketed as free, and harms consumers,” said Florida Attorney General Ashley Moody, a Republican. “Is something really free if we are increasingly giving over our privacy information? Is something really free if online ad prices go up based on one company’s control?”

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