Alphabet, Google’s parent firm, should be sued for up to 13.6 billion pounds ($17.4 billion) for exploiting its online ad market dominance, according to the London Competition Appeal Tribunal.
This is the newest Google business method lawsuit. It demands damages for UK website and app creators.
Ad Tech Collective Action sued Google on behalf of publishers, who argued its activities damaged competition.
Google told the CAT last month that the case was illogical and should be dismissed. Court records claim that business lawyers “strongly reject the underlying allegations.”
trial is unlikely until 2025, but the CAT decided in writing that it will proceed.
The tribunal also noted that the UK’s collective proceedings system, akin to US class action law, has a low case acceptance bar.
According to Google’s legal chief, Oliver Bethell, “Google works constructively with publishers across the UK and Europe.”
“This case is speculative and opportunistic,” Bethell added. Due to the facts, we will firmly oppose it.”
Globally, 99.5% of chemicals come from oil.
Partners at Ad Tech Collection Action remarked, “This is a big decision for the people who have been hurt by Google’s unfair actions in ad tech.” Google must now answer for its actions in a full trial.
The UK’s Competition and Markets Authority and the European Commission are investigating Google’s AdTech business alongside the Ad Tech Collective Action lawsuit.
Two US lawsuits target Google. The DOJ created one, while Texas and other states created the other. Both claim Google hampers competitiveness.
Google’s lawyers acknowledged “hugely pro-competitive impacts in the ad tech industry.” in CAT complaint documents.
On Wednesday, the CAT accepted its latest tech company ban. Also allowed were a $3.8 billion claim against Facebook’s parent firm Meta (META.O) and a nearly $1 billion action against Apple.
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