* Investigation launched by the European Commission in

March 2024

* Probe considers whether Google searches favour own

services

* Commission says it aims to conclude probe as soon as

possible

(Adds European Commission comment in paragraphs 8, 9)

By Foo Yun Chee

BRUSSELS, March 16 (Reuters) - European publishers, tech

firms and startups have urged EU antitrust regulators to wrap up

a near two-year probe into Alphabet unit Google's

alleged favouring of its own services in online searches and

impose a fine on the tech giant.

In a letter to EU leaders, the European Publishers Council -

whose members include Axel Springer, News Corp ( NWSA ) and

Conde Nast - the European Magazine Media Association, the

European Tech Alliance, EU Travel Tech and others called for the

investigation to be finished next week.

The push underscores tensions within the bloc over the

complex balance of regulating Big Tech, with regular clashes

between Washington and Brussels over rules curbing the dominance

of U.S. companies in social media, online search and AI.

'CREDIBILITY ON THE LINE'

The investigation, launched by the European Commission on

March 25, 2024 under the European Union Digital Markets Act

(DMA), has been going on for nearly two years.

EU regulators have said they aim to wrap up DMA cases within

12 months. The Commission announced charges last year.

"The European Commission's credibility is on the line," the

groups representing publishers, tech companies and startups said

in a joint letter sent on Sunday to Commission President Ursula

von der Leyen, EU antitrust chief Teresa Ribera and EU tech

chief Henna Virkkunen.

"It is important that sustained pressure to dilute the DMA

is not shown to have succeeded," it said.

"Every passing day further erodes the profitability of

European companies, hampering their ability to invest and grow,

with many already facing financial distress or even bankruptcy

under the weight of Alphabet's conduct."

The European Commission confirmed receipt of the letter.

"The Commission aims to conclude this complex investigation

as quickly as possible," a spokesperson said.

RIVALS SAY PROPOSED REMEDIES ARE INSUFFICIENT

Google, which has made various proposals to mollify rivals

and EU regulators since it was charged, did not respond to

repeated requests for comment.

Its rivals say that the measures are insufficient. The

company denies favouring its own services in online search.

The groups - which include the Initiative for Neutral

Search, Innovative Europe Foundation and the German Startup

Association - urged the Commission, which acts as the EU

competition watchdog, to adopt a formal non-compliance decision

against Alphabet - including a cease-and-desist order - and

impose a deterrent fine.