Alphabet’s Google is confronting a significant legal challenge in the United Kingdom, with a £5 billion ($6.6 billion) class action lawsuit filed on Wednesday, April 16, 2025. The lawsuit, lodged in the UK’s Competition Appeal Tribunal, accuses Google of abusing its dominant position in the online search market. It claims that Google’s practices have inflated advertising costs for businesses, potentially leading to higher prices for consumers. This case is part of a broader global movement to scrutinize the market power of Big Tech companies, raising questions about competition and fairness in the digital economy.
Google has long dominated the online search industry, with its search engine serving as the default choice on most smartphones, tablets, and computers worldwide. This dominance has drawn attention from regulators and legal authorities concerned about its impact on competition. In 2018, the European Union imposed a €4.3 billion ($4.9 billion) fine on Google for antitrust violations related to its Android mobile operating system (CNBC). The EU found that Google forced smartphone manufacturers to pre-install its search engine and Chrome browser alongside the Play Store, limiting opportunities for competitors. Google is still appealing this penalty, highlighting the complexity of such legal disputes.
The UK lawsuit builds on these concerns, alleging a pattern of behavior that stifles competition and harms businesses and consumers. It comes at a time when regulators worldwide are intensifying their oversight of tech giants, with companies like Meta, Amazon, and Microsoft also facing legal and regulatory challenges.
Details of the Lawsuit
The lawsuit was initiated by Or Brook, a competition law academic, and is represented by the law firm Geradin Partners. It seeks damages for hundreds of thousands of UK-based organizations that have used Google’s search advertising services between January 1, 2011, and April 16, 2025. The plaintiffs argue that Google’s dominance in the search market has allowed it to overcharge advertisers and restrict competition, with ripple effects on the broader economy.
Key Allegations
The lawsuit outlines several specific practices that allegedly contribute to Google’s anti-competitive behavior:
- Default Search Engine Agreements: Google has secured deals with smartphone manufacturers to pre-install Google Search and Chrome as default applications on Android devices. These agreements make it challenging for users to adopt alternative search engines, reducing competition.
- Payments to Apple: Google has paid Apple billions of dollars to ensure that Google Search remains the default search engine on Safari, Apple’s web browser. This arrangement further entrenches Google’s market position.
- Preferential Advertising Practices: Through its Search Ads 360 platform, Google allegedly provides superior functionality and features for its advertising products compared to those of competitors. This practice is said to disadvantage rival advertisers and reinforce Google’s dominance in search advertising.
Supporting Evidence
A 2020 market study by the UK’s Competition and Markets Authority (CMA) found that Google controlled approximately 90% of the search advertising market revenue in the UK. This significant market share is cited as evidence of Google’s ability to dictate terms and limit competition. The lawsuit argues that these practices have led to inflated advertising costs, which businesses pass on to consumers through higher prices for goods and services.
Affected Parties
The lawsuit represents a wide range of UK businesses, from small enterprises to large corporations, that rely on Google’s search advertising services. The plaintiffs estimate that hundreds of thousands of organizations have been impacted by Google’s alleged overcharging, making this one of the largest class action lawsuits of its kind in the UK.
| Detail | Information |
| Lawsuit Amount | £5 billion ($6.6 billion) |
| Filing Date | April 16, 2025 |
| Court | UK Competition Appeal Tribunal |
| Claimant | Or Brook, represented by Geradin Partners |
| Period Covered | January 1, 2011, to April 16, 2025 |
| Affected Parties | Hundreds of thousands of UK-based organizations use Google’s ad services |
| Market Control | Google controlled ~90% of UK search ad revenue (2020 CMA report) |
Google’s Response
Google has labeled the lawsuit as “speculative and opportunistic” and vowed to defend itself vigorously. The company has not elaborated further on its defense strategy but has historically argued that its dominance is due to the quality and popularity of its search engine, not anti-competitive practices. Google’s response suggests confidence in its legal position, but the outcome remains uncertain as the case progresses.
Broader Implications
The £5 billion lawsuit is part of a global trend of increased regulatory and legal scrutiny of Big Tech companies. In the United States, the Federal Trade Commission (FTC) is pursuing an antitrust lawsuit against Meta, which could force the company to divest Instagram and WhatsApp. In the UK, the CMA has raised concerns about competition in the cloud computing market, targeting Amazon and Microsoft for potential investigations under the Digital Markets, Competition and Consumers Act.
The outcome of the Google lawsuit could have significant consequences for the tech industry. A victory for the plaintiffs could result in substantial financial penalties and compel Google to alter its business practices, potentially creating opportunities for competitors like Bing or DuckDuckGo. Such changes could lead to lower advertising costs and more choices for consumers. Conversely, if Google successfully defends itself, it could reinforce its market position and influence how future legal challenges against tech companies are approached.
The case also highlights the challenges regulators face in addressing the complexities of the digital economy. As technology evolves rapidly, legal frameworks must adapt to ensure fair competition without stifling innovation.
The £5 billion lawsuit against Google in the UK represents a pivotal moment in the ongoing debate over the regulation of Big Tech. As the case moves forward in the UK Competition Appeal Tribunal, it will attract attention from businesses, regulators, and consumers worldwide. The allegations of abusing market dominance to overcharge advertisers and limit competition strike at the core of Google’s search business, which generates a significant portion of its revenue.
Whether the lawsuit succeeds or not, it underscores the growing demand for tech companies to operate transparently and competitively. The outcome will likely influence Google’s future and the broader tech industry’s relationship with regulators and the public. As legal battles like this continue, they will play a critical role in shaping the digital landscape for years to come.