Google faces a £5 billion legal challenge in the UK for allegedly abusing its market dominance in internet search, thus undermining competition and raising advertising costs for businesses. The lawsuit, filed by Dr. Or Brook, highlights how Google’s contracts with Android and Apple producers have restricted rival search engines. The claim contends that Google's practices have forced UK businesses to use its advertising services, inflating costs unfairly. Google has denied the allegations, arguing that consumers find value in its services, claiming the lawsuit lacks merit.
This is about fairness in digital markets. Businesses in the UK have had little choice but to rely on Google Ads to be seen. In doing so, many have paid more than they should have in a truly open and competitive environment. Google has been leveraging its dominance in general search and search advertising to overcharge advertisers, harming businesses and ultimately consumers.
According to the filing, this dual strategy eliminated viable alternatives and forced advertisers to rely almost exclusively on Google's platform.
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