Google Faces £25 Billion Lawsuit In UK And EU Over Digital Advertising | Google

Google is facing a €25bn (£21.6bn) lawsuit in the UK and EU that accuses the tech company of anti-competitive behavior in the digital advertising market.

The company, which is a key player in the online advertising market and a dominant force in search, is accused of abusing its power in the advertising technology market, which coordinates the sale of advertising space online between publishers and advertisers.

“Publishers, including local and national news media that play a vital role in our society, have long been harmed by Google’s anti-competitive behavior,” said Damien Geradin, of Belgian law firm Geradin Partners involved in the dispute. EU business.

– Advertising –

– Advertising –

“It’s time for Google to take responsibility and repay the damage it has done to this important industry. That’s why today we’re announcing these actions in two jurisdictions seeking compensation for EU and UK publishers. »

British law firm Humphries Kerstetter plans to take a case to the Competition Appeal Tribunal within the next month, although the process could take years to reach a conclusion. The UK competition watchdog is also investigating Google’s power in the digital ad technology market.

Toby Starr, a partner at Humphries Kerstetter, said the claim, which sought to recover advertising revenue lost due to Google’s alleged anti-competitive behavior over a period of years, was only intended to benefit news sites.

“This significant claim claiming a class of victims of Google’s anti-competitive behavior in advertising technology who have collectively lost approximately £7 billion. This includes news websites nationwide with a large daily readership as well as the thousands of small business owners who rely on ad revenue – whether it’s from their fishing website, their food blog, their football fanzine or other online content they have spent time creating and publishing.

The UK claim will be ‘opt-out’, meaning the parties will automatically be submitted as part of the claim, while the EU claim filed in the Netherlands will be ‘opt-in’, meaning that potential plaintiffs will have to apply to join the lawsuit. Starr said he expected “many thousands” of parties in the UK to be part of the demand.

The combined lawsuits seek total compensation which legal representatives estimate could reach 25 billion euros. Lawsuits are funded by litigation funding companies in the UK and the Netherlands, which take part of the proceeds of a successful case.

Contacted for comment, Google referred the Guardian to its statement on the Competition and Markets Authority (CMA) investigation, which said: “Advertising tools from Google and many competitors help websites and apps to fund their content and help businesses of all sizes effectively reach their customers. Google’s tools alone have supported an estimated £55 billion in economic activity for over 700,000 businesses in the UK and when publishers choose to use our advertising services they keep the majority of the revenue. We will continue to work with the CMA to answer their questions and share details on the operation of our systems. »

Leave a Comment