UK Ad Tech Antitrust Fight: Google Faces Fresh £3B Suit

Google is facing a fresh UK lawsuit that accuses the tech giant of abusing its dominance in online display advertising. The claim, filed on behalf of British advertisers by KP Law, seeks up to £3 billion ($4 billion) in compensation and argues that Google favoured its own display advertising services—such as banner ads shown on websites—while excluding rivals. The action is brought as a collective action, meaning all potentially affected clients are automatically included unless they opt out, and it covers all UK advertisers who have paid for Google’s advertising services since October 1, 2015. Google has yet to be formally served, and a company spokesperson called the allegations meritless, saying advertisers have many choices and that Google’s ad tech tools are simple, effective and affordable.

The suit comes amid a broader wave of scrutiny over Google’s ad tech business in the UK, the European Union and the United States. Other cases on similar grounds are ongoing, including a separate UK lawsuit that has claimed Google overcharged for online advertising. The claim notes that advertisers may have faced higher costs for less effective display advertising as a result of Google’s practices. The European Union previously imposed a 2.95 billion euro antitrust fine for favouring Google’s own advertising services, and governments are continuing to probe ad tech competition in other markets. Google has said it will appeal the EU ruling.

If the case proceeds, it could add momentum to ongoing efforts to reform digital advertising markets and push for greater openness in ad tech platforms. For advertisers, the outcome could influence pricing structures and access to competing ad tech tools, particularly for those who have paid for Google’s services in the UK since 2015.

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