Google is facing further legal action in the UK, with advertisers alleging the tech giant abused its dominant position in the online display advertising market and pushed up costs for businesses.
A collective action, brought by AGC Collective Actions Limited and represented by law firm KP Law, is seeking damages estimated at up to £3 billion through the Competition Appeal Tribunal.
The claim alleges Google favoured its own display advertising services over rivals, excluding competitors from the market and forcing advertisers to pay higher prices for less effective placements.
Display advertising refers to banner-style adverts shown across websites, apps and video platforms, distinct from search advertising, which appears alongside search engine results.
The case argues that advertisers in the UK who purchased Google display ads directly or via agencies were affected by the alleged anti-competitive conduct.
The action adds to mounting legal pressure on the company in Britain, where it is already facing a separate multibillion-pound claim over its dominance in search advertising. That case, led by former High Court judge Roger Kaye KC, alleges Google’s agreements with device manufacturers to secure default search engine status helped inflate advertising prices, with damages sought of up to £25 billion.
Google has also been fined €2.95 billion (£2.55 billion) by the European Commission over its advertising technology practices, though it has rejected the ruling as “wrong” and is appealing.
The latest UK claim follows growing scrutiny of the company’s role in digital advertising markets, where it remains a dominant player across multiple segments.
A spokesperson for KP Law and the proposed class representative for the UK claim said: “Google has a well-documented track record of anti-competitive behaviour in the online digital advertising space, in particular in relation to ad tech, as recognised by courts and regulators across the US and Europe.
“It is only right that UK advertisers have their day in court and that Google now answers for its entrenched and longstanding anti-competitive behaviour.
“We look forward to working on behalf of advertisers to secure compensation for them from Google.”
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