1. The Lawsuit: What’s at Stake?
Legal scholar Or Brook has filed a £5 billion claim against Google on behalf of UK businesses, alleging anti-competitive practices. At the heart of the case: Google’s 90% revenue share in search ads (per CMA’s 2020 findings) and its controversial deals with Apple and Android manufacturers.
2. “No Real Choice” for Businesses
Small UK advertisers argue Google’s tactics—like paying Apple to be Safari’s default search—force them into overpriced ads. One bakery owner told me: “It’s like paying a toll to reach customers, and Google owns the only bridge.”
3. Google’s Defense: A Matter of Preference?
Google insists its dominance reflects user trust. But let’s be real: When your phone comes pre-loaded with Google Search, how many users bother to switch? This isn’t organic growth—it’s strategic lock-in.
4. My Take: A Wake-Up Call for Big Tech
Having covered tech for a decade, I see this case as a tipping point. If successful, it could:
- Force Google to unbundle its services;
- Lower ad costs for SMEs;
- Inspire similar actions globally.
5. What to Watch Next
Key developments include:
- CMA’s potential intervention;
- Possible ripple effects in the EU.
