The Alphabet unit Google will have damages lawsuits for approx EUR 25 billion over the digital advertising techniques in two cases that will be filed in Dutch & British courts in the upcoming weeks. Google just recently faced scrutiny from several antitrust controllers after publishers’ objections.
The European Commission and its UK partner are looking at whether Google’s ad tech business offers them an unfair edge over competitors & advertisers. The French competition police penalized the corporation for EUR 220 million last year.
 At the law firm, Geradin Partners Damien Geradin said, “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.”
Google has spoken out against the impending lawsuits, claiming it has a positive working relationship with European publications. The spokesperson of the company said, “This lawsuit is speculative and opportunistic. When we receive the complaint, we’ll fight it vigorously.”
All British website owners, including conventional publishers, who have banner ads on their sites will file a claim with the UK Competition Appeal Tribunal to recoup damages.
