For those unfamiliar with legal jargon, a class action is a collective lawsuit: a single entity brings a claim to court on behalf of a large group of people or businesses believed to have suffered similar harm. In this case, the action was initiated by Or Brook, an expert in competition law, on behalf of thousands of British companies. The accusation is based on the concept of “abuse of dominant position,” a cornerstone of antitrust law. In simple terms, Google is accused of using its market power in online search to distort competition and make advertising more expensive for businesses.

According to the proponents of the action, Google has made strategic agreements to maintain and strengthen its position. On one hand, it allegedly forced Android smartphone manufacturers to pre-install Google Search and the Chrome browser. On the other hand, it allegedly paid Apple to be the default search engine on iPhones.

All this, according to the plaintiffs, has made it almost impossible for competitors to enter the market. But it’s not just about visibility: the complaint highlights that Google reserved the most advanced features of its advertising platform for its own search services, disadvantaging competitors. The result? Higher prices for advertising space in a market where, according to Brook, “appearing on the first page of search results has become essential for survival.”

Google has called the proceedings “speculative and opportunistic,” stating that users and businesses choose its services because they are effective, not because there are no alternatives. However, the UK has not stood idly by: in January, the British antitrust authority (CMA) launched an investigation into Google’s impact on advertising markets, considering that about 90% of searches in the UK go through Big G.

This lawsuit is not just a legal battle between giants: it represents a piece of a broader reflection on how to ensure fair competition in the digital world. If the class action is successful, it could pave the way for new regulatory models and perhaps a rebalancing of power relations between large tech platforms and the businesses that depend on them.

The outcome of this case could have significant repercussions on the digital advertising landscape: