Google is being sued in the UK for allegedly abusing its dominance in search advertising to inflate ad prices over the past 13+ years.
The class action could impact hundreds of thousands of UK businesses.
Key Details:
– £5 billion ($6.6 billion) in potential damages.
– 90%: Google’s share of UK search ad revenue (2020 CMA data).
– 2011–present: Time period covered by the lawsuit.
Claims include:
– Restricting rival search engines.
– Forcing advertisers onto Google’s platform at inflated prices.
– Securing unfair advantages via exclusive deals with device manufacturers.
Why it matters: If successful, the lawsuit could lead to lower ad costs and a shift in how marketers allocate budgets. It highlights growing concerns over Google’s dominance in digital advertising.
Google’s response:
Google called the claim “speculative and opportunistic,” insisting advertisers use its services because they’re effective, not due to lack of alternatives.
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