Google Faces Legal Actions

Google has its Own problems to solve at the Moment...

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Things may not be running that smoothly for everyone’s favorite search engine, Google as the company is set to fall into the whims of legal actions over its digital advertising practices. The legal action if lost could see the company fall at a loss of €25 billion trying to contend damages.

Two court cases challenging Google’s digital advertising practices could require the internet giant to pay up to €25 billion (£19.5 billion) in damages.

The company is accused of exploiting its ad tech industry dominance and acting in an anti-competitive manner.

Separate legal cases will be taken on behalf of publishers in the UK and the Netherlands in the coming weeks to demand “compensation” from Google.

Antitrust regulators have recently been looking into Google because of concerns over “Anti-competitive behavior”

Ad technology powers the online adverts people see when browsing the web or using their smartphones. Google is the largest and most prominent supplier of advertising technology, with a market share of over 90%.

Google Faces Legal Actions

Court cases against Google

Today, publishers like international news websites and smaller operators like independent bloggers sell digital ad space as a vital source of income. Each of these people consents to charge for the right to display advertising on their websites.

Due to its dominance in the ad tech sector, the European Commission and its British counterpart are investigating whether Google has an unfair advantage over rivals and clients.

The company received a €220 million fine from the French competition police last year.

Google is facing pressure over two crucial issues: data privacy and antitrust, according to Johnny Ryan of the Irish Council for Civil Liberties.

Mr. Ryan asserted that more cases were going public as competition enforcers all across the world “increasingly set expectations.”

It will be interesting to see how the lawsuits and investigations turn out for the company as we keep closer eyes on the overall subject matter.

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