A significant class action lawsuit against Google in the UK has been given the green light to proceed by the Competition Appeal Tribunal in London. The lawsuit, filed by Ad Tech Collective Action LLP, alleges that Google abused its dominant position in digital advertising, causing significant financial losses to UK publishers. The claimants are seeking damages of up to £13.6 billion (approximately $17.4 billion) for the period between January 2014 and November 2022.
The lawsuit centres on Google’s advertising technology (AdTech), which determines the online ads users see and their associated costs. The claimants argue that Google has abused its market position by promoting its own products and services at the expense of competitors, thereby stifling competition and reducing revenue for publishers. This alleged “self-preferencing” behaviour has led to an unfair market for UK publishers.
Google had opposed the lawsuit, calling it “speculative and opportunistic,” but the tribunal has ruled that the case can proceed to trial. The trial is unlikely to take place before the end of 2025.
This lawsuit is part of a broader trend of regulatory scrutiny and legal challenges against Google’s AdTech practices globally. In the US, the Department of Justice is suing Google for allegedly engaging in anti-competitive conduct in the digital advertising market. The European Commission has also informed Google of its preliminary view that the company breached EU anti-trust rules by favouring its own services and distorting competition in AdTech.
In France, Google was fined €220 million in 2021 for abusing its dominant position in display advertising. Additionally, a group of over 30 European media organizations has sued Google, demanding compensation of approximately €2.1 billion.
In the UK, another mass claim of £7 billion was submitted against Google last year, alleging that the company used its market dominance to increase prices for advertisers, which were then passed on to consumers.
The outcome of this lawsuit could have significant implications for the digital advertising landscape and may lead to substantial changes in Google’s AdTech practices.
