Google is facing a new lawsuit in the United Kingdom over its online advertising practices, with British advertisers seeking compensation that could reach up to £3 billion ($4 billion) as reported by Agence France Presse.
According to Agence France-Presse (AFP), the claim has been filed on behalf of advertisers across the UK and is being led by legal firm KP Law.
The lawsuit reportedly covers all UK advertisers who have paid for Google’s advertising services since October 1, 2015. AFP reported that the legal action accuses the tech giant of practices that allegedly harmed advertisers through its dominant position in the online advertising market.
According to Agence France-Presse, the claim has not yet been formally served to Google. The company stated that it was still awaiting official legal notification regarding the proceedings.
Google’s advertising operations have already been under scrutiny in several jurisdictions, including the United Kingdom, the European Union, and the United States.
AFP noted that regulators and courts in multiple countries have continued to investigate allegations related to anti-competitive behaviour in the digital advertising industry.
In a separate legal battle filed in UK courts last year, Google was similarly accused of overcharging businesses for online advertising services. Other lawsuits based on comparable allegations are also ongoing.
One of the most significant cases includes a £13.6 billion claim filed on behalf of online content publishers. According to AFP, that lawsuit was cleared in 2024 to move forward to trial, marking another major challenge for Google’s advertising business in Britain.
Beyond the UK, Google is also facing mounting pressure in the United States. The US government has initiated efforts aimed at breaking up parts of Google’s digital advertising operations in an attempt to reduce the company’s market dominance and increase competition within the sector.
European regulators have also taken strict action against the technology giant. Last year, the European Union imposed a massive 2.95-billion-euro antitrust fine on Google for allegedly favouring its own advertising services over competitors.
Google has maintained that it disagrees with the decision and has stated that it plans to appeal the fine.