GOOGLE faces a fresh UK lawsuit accusing it of abusing its dominance in online display advertising, the claimants announced Thursday, in the latest antitrust action against the US tech giant.
The claim filed on behalf of British advertisers is seeking up to £3 billion ($4 billion) in compensation, according to an estimate from KP Law, the firm leading the action. The case argues that Google favoured its own display advertising services, such as banner ads shown on websites, while excluding its rivals. KP Law said Google’s practices left “advertisers paying more for less effective display advertising”. A Google spokesperson called the allegations “meritless”.
“Advertisers have many choices, and they choose our ad tech tools because they’re simple, effective and affordable,” the spokesperson said. The case has been brought as a collective action, meaning all potentially affected clients are automatically included unless they choose to opt out.
AFP
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