Google Probe Stirs Echoes of Microsoft Antitrust Case

In the 1990s, the US government accused Microsoft of hobbling competitors who wanted to be noticed on personal-computer home screens. Now, competitors want prominent rankings in Google's search-engine results -- and the government is again raising questions. Legal experts are divided about the merits of the Federal Trade Commission's investigation of Google. But most agree that the issues raised are similar to those that came up during the Justice Department's battle with the world's largest software company.

"It is Microsoft redux," said Gary Reback, a Silicon Valley antitrust lawyer who attacked Microsoft before and has pushed for action against Google. "It is almost exactly the same case."

Just as Microsoft's Windows operating system was seen as a crucial platform for rivals hoping to distribute add-on software, Google's search engine is seen as a tool that Internet companies can't do without. Specialized search engines and others—notably Microsoft—allege that Google manipulates its technology to lower the rankings of companies offering rival services. Other critics believe the company manipulates the auction process that determines how much companies pay to advertise in connection with specific search terms.