The antitrust case against Google antitrust lawsuit 2021
Today The European Union announced it has launched an antitrust case against Google. It has initiated wide-ranging antitrust investigations against Google on Tuesday over concerns that it is forcing out rivals in the lucrative online advertising market. The Google antitrust lawsuit, which according to sources is designed to break the monopoly Google holds over online advertising.
Some political analysts and commentators have said these lawsuits have been driven by the deep pockets of the Murdoch group Newscorp who have been at loggerheads with Google for the last decade over advertising and copyright over the news in google search.
The investigation will “assess whether Google has violated EU competition rules by favouring its own online display advertising technology services”, a statement said.
The probe narrows in on an important slice of Google´s business model where over 80 per cent of the giant’s revenue last year came from advertising, or $147 billion (124 billion euros).
Google issued a statement regarding Google antitrust lawsuit and a spokesperson said the company
“will continue to engage constructively with the European Commission to answer their questions and demonstrate the benefits of our products to European businesses and consumers.”
Google antitrust investigation
As in France, the EU will try to determine whether Google gave preferential treatment to its own ad inventory technologies AdX and Doubleclick, but will also look at other aspects of its business.
Crucially, the probe will also look into Google’s announced plans to prohibit the placement of third party “cookies” on its Chrome browser, a move that has angered some publishers and advertisers.
Background on Google antitrust lawsuit EU
The EU competition chief Margrethe Vestager said in a statement that “We are concerned that Google has made it harder for rival online advertising services to compete” in display ad technology.
Google has a history with the EU. This is not the first time the European Union has taken on the big tech giants and earlier this year. The business was also at the heart of a recent case in France — brought by News Corp, French daily Le Figaro and Belgium’s Groupe Rossel and fined Google 220 million euros ($267 million).
Why did the EU sue Google?
The European Commission fined Google its parent company Alphabet Inc. 2.4 billion euros ($2.7 billion) in 2017 after finding the company violated antitrust rules by allegedly abusing its dominance in search to advantage its own shopping comparison product over competitors’