In two lawsuits that will be brought in British and Dutch courts in the upcoming weeks by a legal firm on behalf of publishers, Alphabet unit Google will face damages claims for up to 25 billion euros ($25.4 billion) over its digital advertising practices.
Following complaints from publishers, antitrust regulators have recently begun to investigate Google’s adtech.
The company was fined 220 million euros by the French competition police last year, and the European Commission and its UK counterpart are looking into whether Google’s adtech business provides it an unfair edge over competitors and advertisers.
“It is time that Google owns up to its responsibilities and pays back the damages it has caused to this important industry. That is why today we are announcing these actions across two jurisdictions to obtain compensation for EU and UK publishers,” Damien Geradin at law firm Geradin Partners said in a statement on Tuesday.
Google denounced the impending legal action and stated that it collaborates positively with publications all throughout Europe.
“This lawsuit is speculative and opportunistic. When we receive the complaint, we’ll fight it vigorously,” a spokesperson said.
The British lawsuit filed with the UK Competition Appeal Tribunal aims to obtain restitution for all website owners who display banner ads, including conventional publishers. Britain has a policy of opting out.
Advertising publishers impacted by Google’s activities are eligible to file a claim in the Netherlands. Harbour is providing funds for both lawsuits.
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