Alphabet, the parent company of Google, will face claims of up to 25 billion euros ($25.4 billion) over its digital advertising practices in two cases that a law firm will bring on behalf of publishers in British and Dutch courts in the coming weeks.
Google’s adtech recently came under scrutiny by antitrust regulators after complaints from publishers, while France’s competition watchdog imposed a €220m fine on the company last year while the European Commission and its UK counterpart are investigating whether Google’s ad tech business gives it an edge. Unfair to competitors and advertisers.
“It is time for Google to take responsibility and pay the damages it has done to this important industry, which is why today we are announcing these actions across two jurisdictions to seek compensation for publishers in the European Union and the United Kingdom,” Geradin Partners said in a statement on Tuesday.
Google has criticized the imminent lawsuits, saying it is working constructively with publishers across Europe. A spokesperson said: “This lawsuit is speculative and opportunistic. When we receive the complaint, we will fight it vigorously.” For all owners of banner ad sites, including traditional publishers. Britain has a withdrawal system.