Google Print Ads launched in the United States over the summer, but now is moving on the European turf for the first time.

Print Ads already supplies ads to 600 American newspapers, ranging in circulation from 3,000 a day to 215,000 with the Charlotte Observer.

Google will now publish print ads in British newspapers, a move that once again raises competition concerns for Google in Europe.

“We believe that online and offline are part of the same melting pot,” Google said. “It is not an ‘either or’.”

Phil Stokes of Price Waterhouse Coopers said: “We can foresee newspaper groups participating in online exchanges for print advertising in the near future, but consider it unlikely that the larger players will automatically gravitate towards a large specialist third-party online provider without looking for other solutions first.”

This move is worrying groups inside the UK, including ITV chairman Michael Grade, who has previously called for greater regulation on Google.

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