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Efforts to prevent tech companies from ‘self-preferring’ gain traction

WASHINGTON — Legislation prohibiting internet companies from promoting their own products on their platforms is gaining support, which could be a potential threat to the business models of tech giants like Inc. and Apple Inc.

Biparty Senate legislation due to be unveiled Thursday would bar dominant platforms from promoting their own products or services, a practice known as self-preference. It would also prevent these dominant platforms from discriminating between business users in a way that significantly harms competition.