Google Hit With $3 Billion UK Lawsuit Over Advertising Practices

San Francisco: Google is facing a major lawsuit in the United Kingdom over allegations that it abused its dominant position in the online advertising market. The case has been filed by a group of British advertisers who claim the tech giant manipulated the digital advertising ecosystem to its advantage.

The plaintiffs are seeking nearly $3 billion in damages. According to the lawsuit, Google allegedly created a preferential environment for its own advertising services on websites while sidelining competing ad providers. The petition further claims that advertisers ended up paying significantly more for advertising campaigns while receiving less effective results.

Google, however, has strongly denied the allegations, calling them baseless. The company stated that its advertising technology services are widely used because they are simple, effective, and cost-efficient. Google also argued that advertisers have multiple options available when choosing digital advertising platforms and services.

The lawsuit has been filed as a collective action case, meaning all UK advertisers who used Google’s advertising services from October 1, 2015, onwards could automatically become part of the legal action unless they choose to opt out.

Google’s advertising business has faced several investigations and legal challenges in recent years across the UK, the European Union, and the United States. In another lawsuit filed in the UK last year, the company was also accused of charging excessive fees for online advertising services.