Tech giant Google faces a historic £13.6 billion competition lawsuit in the UK. The lawsuit filed by Ad Tech Collective Action LLP is based on the allegation that Google has unfairly reduced publishers’ revenues by abusing its dominance in the online advertising market.
So what are the details of the case? Here’s all we know…
Why is the case so important?
The case is important not only because of its size but also because it scrutinizes Google’s practices in the advertising market. The outcome could profoundly impact the UK advertising market and the global digital advertising industry.
![Google faces a huge competition case in the UK 2 Google faces a huge competition case in the UK](https://techbriefly.com/wp-content/uploads/2024/06/Google-faces-a-huge-competition-case-in-the-UK.jpg)
What is Google accused of?
- Favoritism: Google is alleged to have favored its own advertising products over competitors.
- Unfair competition: The company allegedly used its search engine dominance to undermine publishers and charge high fees.
Google’s defense
Google denied the allegations, calling the lawsuit “speculative and opportunistic”. The company states that it will vigorously defend itself in court.
On the other hand, the Competition Appeal Tribunal in London decided to continue the case. However, it may take years for the case to be finalized. In the meantime, Google’s advertising technology practices will be subject to detailed scrutiny.
If Google loses the case, in addition to the record compensation it will have to pay, it may also have to change how it does business in advertising technology.
The case comes as Google faces similar competition investigations in the European Union and the United States. The European Commission has previously fined the company billions of euros for anti-competitive behavior.
Featured image credit: Pawel Czerwinski / Unsplash