(Photo: Yonhap News)
Britain is setting up a new body to police competition in the digital advertising market.
The government says the concentration of power among tech giants like Facebook and Google is having a negative impact on those that rely on them.
With more, the BBC's Amol Rajan reports.
The new code of conduct is intended to transfer power to consumers and recognizes that data is today the most powerful commodity on earth.
News publishers will also be given greater bargaining power in deals with tech platforms as part of new rules that gives smaller businesses fair access to a range of services provided by big technology companies.
Similar moves in the past month from China, India and the EU recognize a global consensus that the balance of power needs to shift.
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