Google faces a class action lawsuit from UK businesses over its dominance in online search.

A new class action lawsuit has been filed against Google’s parent company, Alphabet Inc., in the UK. The lawsuit accuses the US tech giant of exploiting its overwhelming control over the online advertising market to the detriment of consumers and competitors.

The complaint alleges that Google’s anticompetitive practices have led to higher prices for online advertising, ultimately hurting businesses and consumers alike. The lawsuit claims that Google’s manipulation of the online advertising market has resulted in decreased competition, stifled innovation, and limited consumer choice.

The legal action in the UK follows similar antitrust cases against Google in other jurisdictions, including the United States and the European Union. Regulators around the world have been scrutinizing Google’s business practices, particularly in the realm of online advertising, where the company holds a dominant position.

According to reports, the law firm behind the UK lawsuit is seeking compensation for millions of individuals and businesses who may have been impacted by Google’s alleged anticompetitive behavior. The lawsuit is one of many legal challenges facing Google as authorities and competitors question the company’s practices in various markets.

In response to the lawsuit, a spokesperson for Google defended the company’s practices, stating that they will vigorously defend themselves against the allegations. Google has long maintained that its services benefit consumers and advertisers by providing targeted and relevant advertising options.

The outcome of the UK class action lawsuit against Google remains uncertain, but it is clear that the tech giant’s dominance in the online advertising industry is facing increasing scrutiny. As regulators and legal authorities continue to investigate Google’s practices, the company may be forced to make changes to its business operations to address antitrust concerns.

Overall, the class action lawsuit against Google in the UK underscores the ongoing debate surrounding the tech giant’s market power and the impact it has on competition and consumer welfare. As the case unfolds, it will be interesting to see how Google responds to the allegations and what implications the legal action may have for the future of the online advertising industry.