The class action, filed at the Competition Appeal Tribunal on Tuesday, argues that Google's actions enabled it to charge higher prices for the advertisements that appear in search inquiries than it otherwise could in a competitive market.
The claim, filed by competition law expert Or Brook on behalf of thousands of businesses, alleges Google ensured its search engine had better functionality and more features for Google's own advertising offering than that of its competitors.
“We will argue against it vigorously,“ a spokesperson said. “Consumers and advertisers use Google because it is helpful, not because there are no alternatives.”
“Regulators around the world have described Google as a monopoly and securing a spot on Google's top pages is essential for visibility,“ she said in a statement.
Britain's antitrust regulator launched an investigation into Google's search services, including their impact on advertising markets, in January.
The Competition and Markets Authority said at the time that millions of people and businesses relied on Google's services, which accounted for 90% of searches and were used by more than 200,000 UK businesses to advertise.
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