Se le cifre sono corrette e le stime attendibili, parliamo del 10% del
ricavo globale annuo di G. del 2021.
Un importo non simbolico: vediamo come si sviluppa.
<https://www.theguardian.com/technology/2022/sep/13/google-lawsuit-uk-eu-digital-advertising>
Google faces a €25bn (£21.6bn) lawsuit in the UK and EU that accuses the
tech firm of anticompetitive conduct in the digital advertising market.
The company, which is a key player in the online ad market as well as
being a dominant force in search, is accused of abusing its power in the
ad tech market, which coordinates the sale of online advertising space
between publishers and advertisers.
“Publishers, including local and national news media who play a vital
role in our society, have long been harmed by Google’s anticompetitive
conduct,” said Damien Geradin, of the Belgian law firm Geradin Partners
which is involved in the EU case.
“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.”
The UK law firm Humphries Kerstetter is planning to bring a case to the
Competition Appeal Tribunal over the next month, although the process
could take years to reach a conclusion. The UK competition watchdog is
also investigating Google’s power in the digital advertising technology
market.
Toby Starr, a partner at Humphries Kerstetter, said the claim, which
aims to recover advertising revenue lost due to Google’s allegedly
anticompetitive behaviour over a period of years, would not just be
aimed at benefiting news sites.
“This important claim will represent a class of victims of Google’s
anti-competitive conduct in ad tech who have collectively lost an
estimated £7bn. This includes news websites up and down the country with
large daily readerships as well as the thousands of small business
owners who depend on advertising revenue – be it from their fishing
website, food blog, football fanzine or other online content they have
spent time creating and publishing.”
The UK claim will be “opt out”, meaning that affected parties will be
automatically treated as part of the claim, while the EU claim will be
lodged in the Netherlands will be “opt in”, meaning would-be claimants
need to apply to join the suit. Starr said he expected “many thousands”
of parties in the UK to be part of the claim.
The combined suits are seeking total compensation that, according to
estimates from legal representatives, could reach €25bn. The suits are
being financed by litigation firms in the UK and the Netherlands, which
take a cut of any proceeds from a successful case.
Contacted for comment, Google referred the Guardian to its statement on
the Competition and Markets Authority (CMA) investigation, which said:
“Advertising tools from Google and many competitors help websites and
apps fund their content, and help businesses of all sizes effectively
reach their customers. Google’s tools alone have supported an estimated
£55bn in economic activity for more than 700,000 businesses in the UK
and when publishers choose to use our advertising services, they keep
the majority of revenue. We will continue to work with the CMA to answer
their questions and share the details on how our systems work.
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