A massive class action lawsuit has been filed against Google in the United Kingdom, accusing the tech giant of abusing its market dominance to unfairly inflate advertising prices. The legal claim, which seeks up to £5 billion ($6.6 billion USD) in damages, was submitted to the Competition Appeal Tribunal this week.
Allegations of Anticompetitive Practices
The case, spearheaded by competition law specialist Or Brook, alleges that Google used its dominant position in online search to suppress competition and boost ad revenues. According to the claim, Google made deals with smartphone manufacturers to pre-install its Chrome browser and Google Search on Android devices and paid Apple to secure default search status on iPhones.
These arrangements allegedly gave Google an overwhelming advantage in controlling how users access the internet, effectively crowding out rival search engines and ad platforms. The lawsuit argues that this allowed Google to charge businesses more for advertising placements than would be possible in a truly competitive environment.
Impact on UK Businesses
The class action represents thousands of UK businesses who relied heavily on Google’s advertising ecosystem to reach consumers. The claim suggests that because Google’s search engine dominates user attention, advertisers had little choice but to pay premium rates to ensure visibility.
“Securing top placement in Google search results isn’t just important—it’s vital for business success,” Brook stated. “This lawsuit contends that Google has manipulated the playing field to overcharge advertisers while stifling innovation and competition in the search advertising space.”
Google Responds
A Google spokesperson dismissed the claim as speculative and opportunistic, insisting that people and businesses choose Google voluntarily due to the quality and usefulness of its services. “We will vigorously defend our position,” the company said in a statement.
Ongoing Regulatory Scrutiny
This legal battle comes on the heels of a broader investigation by the UK’s Competition and Markets Authority (CMA), which launched a formal inquiry in January into the structure of Google’s search and advertising business. The regulator cited Google’s dominant share of the search market—over 90% in the UK—and noted that more than 200,000 British businesses depend on Google Ads to connect with customers.
The lawsuit could mark a major turning point in how dominant tech platforms are held accountable in European markets. As regulatory pressure increases on companies like Google, this case may set the stage for further legal and policy action aimed at reshaping the digital advertising landscape.
