The claim alleges advertisers paid more due to Google’s Ad Tech dominance
KP Law has filed a major competition claim against Google in the UK Competition Appeal Tribunal, alleging the technology company abused its dominant position in the online display advertising market. The claim has been brought on behalf of UK advertisers by AGC Collective Actions Limited and seeks damages estimated at up to £3 billion.
According to the application for a collective proceedings order, the case alleges that Google favoured its own advertising technology services while excluding or disadvantaging competitors in the online display advertising sector. The claim argues that this conduct resulted in advertisers paying higher prices for less effective advertising services.
The proceedings relate specifically to “Ad Tech”, the technology infrastructure used to facilitate online display advertising on websites and mobile applications. This includes automated systems and auctions that connect advertisers with publishers in real time.
The proposed class includes UK-based advertisers who paid for Google display advertising services, whether purchased directly from Google or through media agencies. KP Law stated that the claim relies on findings and investigations by regulators and courts in multiple jurisdictions, including the United States and Europe.
In a joint statement, KP Law and AGC Collective Actions Limited said Google had a “well-documented track record” of anti-competitive behaviour within the Ad Tech sector and stated that UK advertisers should have the opportunity to pursue compensation through the courts. The legal team acting on the case is led by Duncan Hedar, alongside Emma Birch and James Matthews. The proposed class representative is Adam Collinson.
Economic analysis for the claim is being provided by Keystone AI, led by Andrea Coscelli, who previously headed the Competition and Markets Authority. The claim follows several international regulatory actions involving Google’s advertising technology business.
In the United States, a federal antitrust case brought by the Department of Justice and multiple states resulted in a 2025 ruling finding that Google had illegally monopolised parts of the Ad Tech market. Related proceedings remain ongoing. In Europe, the European Commission fined Google €2.95 billion in 2025 over abuse of dominance findings connected to advertising technology practices. Google has appealed that decision.
The French Competition Authority previously imposed a €220 million fine in 2021 relating to Ad Tech conduct, while the UK Competition and Markets Authority issued a Statement of Objections against Google in 2024 as part of an ongoing investigation. The UK claim now awaits consideration by the Competition Appeal Tribunal regarding certification as collective proceedings.