Google now faces a certified class action in the UK seeking up to £5 billion over alleged abuse of its search advertising dominance. The Competition Appeal Tribunal cleared the proceedings Wednesday, rejecting the company's bid to force businesses to actively opt in. Instead, hundreds of thousands of firms will be automatically included in the case unless they explicitly withdraw.
Or Brook, a competition law academic representing the class, alleges Google leveraged control across multiple platforms to lock out rivals and squeeze advertisers. The company struck deals with Apple to stay the default search engine on iPhones while securing preferential placement on Android devices through agreements with manufacturers. That duopoly, the claim goes, left UK businesses with no real choice but to pay Google's inflated rates for search ads.
The lawsuit covers approximately 880,000 businesses and organizations that bought Google search advertising between January 2011 and April 2025, either directly or through agencies. Beyond the pricing squeeze, Brook's team alleges Google rigged its own ad products with superior features and functionality compared to competitors on the same platform, further tilting the playing field.
What happens next
The tribunal's decision clears the path toward trial but stops short of determining whether Google actually broke competition law. That determination comes later. The court rejected Google's arguments that the claim was speculative and that concerns about claimant funding warranted blocking certification. The company has signaled it will contest the allegations vigorously.
The £5 billion figure, roughly $6.7 billion, represents the damages sought across the class. If the case succeeds, it could reshape how Google operates advertising services in Britain and potentially trigger similar actions elsewhere. Tribunals have grown increasingly willing to certify collective proceedings in recent years, particularly in tech antitrust matters where individual businesses lack the resources to sue alone.
This article is informational and does not constitute financial or legal advice. Consult qualified professionals before making investment or business decisions related to any company mentioned.
