In a major escalation of global antitrust scrutiny, Google continues to face legal action on both sides of the Atlantic for allegedly abusing its dominant position in digital advertising. A U.S. federal judge recently ruled that Google maintained an illegal monopoly over ad tech, while a £5 billion ($6.6 billion) class action lawsuit has been filed in the UK over inflated search advertising prices.
U.S. Court Finds Google Abused Power in Ad Tech Market
On April 17, a U.S. court found that Google engaged in anticompetitive practices to control key components of the ad tech supply chain. Judge Leonie Brinkema ruled that Google unlawfully tied its publisher ad server with its ad exchange, blocking competition and harming both advertisers and publishers. The DOJ’s successful case marks a significant win in the effort to restore fairness to the digital advertising industry.
UK Lawsuit Targets Google’s Search Advertising Monopoly
Just a day earlier, on April 16, a class action lawsuit was filed in the UK’s Competition Appeal Tribunal. Brought by competition law expert Or Brook, the suit alleges Google restricted rival search engines, inflated ad prices, and struck exclusivity deals with device makers. Covering activity from 2011 onward, the case claims that UK businesses were left with “almost no choice” but to rely on Google Ads—often at higher prices than would exist in a competitive market.
Implications for Advertisers and Publishers Worldwide
These legal developments raise serious questions about the fairness and transparency of Google’s ad ecosystem. In both cases, authorities and plaintiffs argue that Google’s tactics have led to reduced choice, inflated prices, and limited innovation—impacting not just businesses, but the health of the open web itself.
For advertisers, these lawsuits could signal future changes in pricing, platform choice, and access to user data. For publishers, the potential for alternative ad solutions may become more viable as regulatory pressure builds.
What Happens Next—and How to Stay Prepared
In the U.S., the court will move into a remedies phase, which could include breaking up parts of Google’s ad business. In the UK, the class action may open the door to compensation for thousands of impacted businesses.
Future-Proofing Your Ad Strategy with Foundery
As legal pressure mounts, the digital advertising landscape may shift significantly. Brands and agencies should begin reassessing their ad strategies, diversifying platforms, and preparing for a more competitive marketplace.
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