A major legal case has been launched in the United Kingdom against Google, accusing the tech giant of abusing its market power in online advertising. The lawsuit seeks over £5 billion in damages and could have wide-reaching consequences for how digital ads are bought and sold.
The claim, led by University of Leeds law professor Or Brook, was filed on behalf of UK advertisers who have used Google’s ad services since 2011. Brook alleges that Google has used unfair tactics to keep control of the search and advertising markets, driving up prices and making it hard for rivals to compete.
A 14-Year Monopoly?
The lawsuit covers a long period, from January 2011 through April 2025. During this time, Google is accused of forcing phone makers to install its apps like Chrome and Google Search on Android devices. This, Brook argues, gave Google an unfair advantage and left advertisers with no real alternative.
“UK businesses have almost no choice but to advertise on Google if they want to reach customers,” Brook stated. “This has created a closed ecosystem that blocks out competition and increases costs.”
Many advertisers claim they were left with no affordable way to promote their businesses outside Google’s platform. The lawsuit says these businesses were overcharged due to a lack of competition.
Secret Deals and Hidden Costs
The legal complaint also highlights Google’s alleged deals with Apple. It says Google paid billions to Apple to remain the default search engine on Safari. This exclusivity deal, the suit argues, helped Google dominate search markets on both mobile and desktop platforms.
Advertisers say this deal cut visibility for other search engines and pushed more businesses to use Google ads. According to the lawsuit, Alphabet (Google’s parent company) earned £14 billion in UK search advertising revenue in 2023 alone.
“These earnings didn’t come from healthy competition,” said Brook. “They came from inflated ad prices and blocking competition at every turn.”
A Broader Pattern of Control
The lawsuit paints Google’s actions as part of a bigger strategy to control the digital advertising world. Plaintiffs argue that Google’s practices have long stifled innovation and hurt small businesses. By setting the rules of the game, Google could raise prices, lower service quality, and leave advertisers without alternatives.
Brook and the legal team are now seeking justice for every UK company that purchased Google ads over the past 14 years. If successful, the case could result in billions being returned to businesses. It may also set a legal precedent that leads to similar lawsuits in other countries.
Global Scrutiny Intensifies
This lawsuit comes as regulators around the world are taking a closer look at Google’s advertising empire. The UK’s Competition and Markets Authority (CMA) has already launched its own investigation into whether Google has acted unfairly in ad tech and search markets.
Meanwhile, in Japan, officials recently issued a historic cease-and-desist order against Google. This is the first time Japan has taken direct action against Google for alleged antitrust violations in advertising.
The pressure on Google is building not just in the UK and Japan but globally. Other countries, including the United States and members of the European Union, are exploring new rules and lawsuits to limit the company’s market dominance.
What This Means for the Future
Experts believe this lawsuit could reshape how digital ads are handled. If the case succeeds, Google may have to change its business practices, giving more space to other ad platforms and lowering costs for businesses.
“This is a chance to push back against years of market control,” said Brook. “It’s about giving small and medium-sized businesses a fair shot.”
For UK businesses that rely on search ads, the outcome of this case could mean access to better pricing and more choices in the digital market. For the rest of the world, it could spark similar legal actions and even inspire new laws to protect advertisers.