Google faces a new trial in Britain accusing it of abusing its dominant position in online advertising, plaintiffs in the latest antitrust action against the US tech giant said on Thursday.
The complaint filed on behalf of UK advertisers is seeking up to £3 billion (€3.5 billion) in damages, according to an estimate by KP Law, the firm leading the action.
Google is accused of favoring its own online advertising services, such as banner ads displayed on websites, over competitors.
KP Law claims that because of Google's practices, advertisers have had to “pay more for less effective online visual advertising.”
Google's reaction
A Google spokesperson dismissed the allegations as “baseless”.
“Advertisers have many choices and choose our ad technology tools because they are simple, effective and affordable,” the spokesperson said.
The case was filed as a class action, meaning all potentially affected customers are automatically included unless they choose to opt out. It basically covers all UK advertisers who have paid for Google's advertising services since 1 October 2015.
Google said it has not yet been formally notified of the case.
Multiple lawsuits against Google
The company's advertising practices have been the subject of several investigations and legal proceedings in the UK, the European Union and the United States.
In a separate lawsuit filed last year in UK courts, Google was accused of overcharging for online advertising.
Other cases with similar allegations are ongoing, including one seeking £13.6 billion in damages on behalf of online content publishers. The case was sent to court in 2024.
Google is also facing efforts by the US government to limit its dominance.
Last year, the EU slapped Google with a massive antitrust fine of €2.95 billion for favoring its own advertising services. The company announced it would appeal the fine.
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