Google is facing a new legal challenge in the United Kingdom after a group of claimants accused the tech giant of abusing its dominant position in the online display advertising market. The lawsuit, announced on Thursday, seeks compensation of up to £3 billion on behalf of British advertisers.
The case has been led by KP Law and focuses on Google’s advertising technology business, particularly services linked to display advertising, such as banner ads placed across websites. According to the claimants, Google used its market power to favour its own advertising services while restricting competition from rival platforms.
KP Law alleged that the company’s conduct resulted in “advertisers paying more for less effective display advertising”.
The legal action has been filed as a collective proceeding, meaning eligible advertisers in the UK are automatically included unless they choose to opt out. The claim applies to businesses and advertisers who used Google’s advertising services from October 1, 2015, onwards.
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Google rejects allegations
Google has dismissed the accusations and said the claims have no merit.
“Advertisers have many choices, and they choose our ad tech tools because they're simple, effective and affordable,” a Google spokesperson said.
The company also stated that the lawsuit had not yet been formally served.
Growing scrutiny over Google’s ad business
The latest UK action adds to a series of regulatory and legal battles Google is currently facing across several regions, including the United States and the European Union.
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Last year, another lawsuit was filed in UK courts, accusing the company of charging excessive prices for online advertising services. In a separate case, a £13.6 billion claim brought on behalf of online content publishers was cleared to move toward trial in 2024.
Regulators on both sides of the Atlantic have increasingly focused on Google’s advertising operations and its influence over the digital ad ecosystem. Authorities have argued that the company’s control across multiple layers of online advertising may limit fair competition.
In the European Union, Google was fined 2.95 billion euros last year in an antitrust case linked to favouring its own advertising services. Google has said it plans to appeal that decision.
Meanwhile, in the US, the government is pursuing measures aimed at breaking up parts of Google’s digital advertising business as part of broader antitrust efforts.
