Google Faces $6.6 Billion Class Action Lawsuit in UK Over Search Ad Dominance

Google is being sued in the UK for $6.62 billion (£5 billion) over claims that it used its dominance in internet search to overcharge firms for advertisements, blocking competition from other search engines, according to a Guardian report.Competition law expert Or Brook filed the class action lawsuit at the UK Competition Appeal Tribunal on April 16.

She is representing thousands of UK businesses that rely on Google to reach customers online.What the lawsuit against Google saysThe case accuses the tech giant of signing deals with Android phone makers to pre-install the Google Search app and Chrome browser. It also says Google paid Apple to set Chrome as the default search engine on iPhones.



According to the claim, the company gave its own advertising services an advantage by making them work better with its search engine than rival tools. Brook said, “Securing a spot on Google’s top pages is essential for visibility. Google has been leveraging its dominance in the general search and search advertising market to overcharge advertisers.

”Google denies the accusations. A spokesperson said, “This is yet another speculative and opportunistic case, and we will argue against it vigorously. Consumers and advertisers use Google because it is helpful, not because there are no alternatives.

”UK market regulator already investigating GoogleThis lawsuit follows an investigation the UK’s Competition and Markets Authority (CMA) launched in January 2025. The CMA is examining whether Google holds Strategic Market Status (SMS) in general search and search advertising.The tech giant handles more than 90% of general search queries in the UK with more than 200,000 UK businesses using its search advertising services.

The CMA is looking into whether GoogleMakes it harder for competitors, especially AI-driven services, to enter the market.Prioritises its own offerings in areas like travel and shopping results.Collects data and uses publisher content on terms that aren’t fair or transparent.

The regulator estimates that improving competition could save UK households up to $662 (£500) a year by lowering advertising costs across the economy.If the CMA designates Google with SMS, it could require changes to how the company shares data, ranks content, and works with publishers.Global context: Part of a Larger PatternThe UK lawsuit is part of a broader push around the world to question how much control Google has over digital advertising.

In the US, the Department of Justice pursued an antitrust case over Google’s control of the ad supply chain. The European Commission recently accused the company of violating the Digital Markets Act by favouring its own services in the search engine. Meanwhile, the Competition Commission of India (CCI) is looking into similar concerns, which question how Google links its ad tools, sets prices, and uses its dominance in search to stay ahead.

The case has been merged with three ongoing investigations into how the tech giant runs its ad tech business.Regulators in other countries, including Australia and Japan, are also taking a closer look at how Google manages competition in advertising and search engine.Why it mattersThis case could force Google to change how it runs core parts of its business in the UK, particularly how it sets up advertising deals and treats rival services.

It also draws attention to the UK’s new digital competition rules, which are being tested in real time. The CMA is already looking into Google’s role in the market, and what happens in court could shape what kinds of limits or responsibilities the company might face next.For businesses that are highly dependent on Google for advertisements, this can provide some sort of direction and a fairer system to compete in.

With regulators in other countries asking similar questions, the UK lawsuit could prove to be a benchmark.Also read:Google Set to Be the First Company to Settle Under CCI’s New 2023 Regulations in Smart TV Antitrust CaseActMeraki Challenges Google’s Site Reputation Policy in EU Antitrust ComplaintCCI Launches Probe Into Google Following WinZO’s Complaint Over Alleged Anti-Competitive Practices: Here Are The Arguments The post Google Faces $6.6 Billion Class Action Lawsuit in UK Over Search Ad Dominance appeared first on MEDIANAMA.

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