Google Faces Canadian Antitrust Suit Over Advertising Practices
The Canadian Competition Bureau has launched a lawsuit against Google, alleging the tech giant has engaged in anti-competitive practices within the online advertising market. This legal action follows similar lawsuits against Google in other countries and marks another challenge to the company’s dominance in the digital advertising landscape.
In its statement, the Ottawa-based watchdog agency contends that Google, as the leading provider of internet advertising technology in Canada, abused its dominant position. The Bureau asserts that Google “forces its competitors ‘to use its own advertising technology tools’ and ‘distorts the competitive process.'”
Google Denies Allegations, Vows to Defend Itself
In response to the lawsuit, Google maintained that the complaint “does not take into account the strong competition in which buyers and sellers of advertisements are spoiled for choice” and stated that the company is “ready to plead its case before the courts.”
Long-Running Investigation Widens
The Competition Bureau first initiated an investigation into potential anti-competitive practices by Google in the online advertising industry back in 2020. Earlier this year, the scope of the investigation was expanded to encompass Google’s advertising services specifically.
Global Scrutiny of Google’s Practices
This Canadian lawsuit is just the latest in a series of legal challenges Google has faced regarding its advertising practices. The company is currently facing a lawsuit in the United States brought by the Justice Department, alleging abuse of a dominant position in the sector. This marks the second major legal battle Google is currently fighting in the U.S.
Adding to the international pressure, Google was recently found guilty of anti-competitive practices in internet search by a jury in a federal court in Washington. Investigations or proceedings regarding Google’s advertising practices are also underway in the United Kingdom and the European Union.
What are the specific allegations of anti-competitive behaviour made by the Canadian Competition Bureau against Google?
## Google Faces Heat from Across the Pond: An Interview
**Host:** Welcome back to the show. Today, we’re discussing the growing pressure on tech giant Google, specifically regarding its advertising practices. Joining us is Alex Reed, a technology policy expert at [Alex Reed Affiliation]. Alex Reed, thanks for being here.
**Alex Reed:** Thanks for having me.
**Host:** So, the Canadian Competition Bureau just filed a lawsuit against Google, alleging anti-competitive behaviour in the online advertising market. What exactly are these allegations?
**Alex Reed:** That’s right. The lawsuit claims Google is abusing its dominant position in the online advertising market to stifle competition and harm both advertisers and publishers. They’re accusing Google of leveraging its control over key ad technologies to inflate prices and limit choices for advertisers, ultimately hurting smaller businesses trying to compete.
**Host:** This isn’t the first time Google has faced legal challenges over its advertising practices.
**Alex Reed:** Absolutely not. We’ve seen similar lawsuits filed by authorities in the US and Europe. In fact, the US Department of Justice just wrapped up its closing arguments in a major antitrust case against Google’s ad tech business just a few days ago [[1](https://www.nytimes.com/2024/11/25/technology/google-advertising-monopoly.html)]. This Canadian lawsuit further highlights the growing global concern over Google’s dominance in this crucial industry.
**Host:** What could be the potential impact of this lawsuit, both for Google and the broader tech landscape?
**Alex Reed:** If successful, the Canadian lawsuit could lead to significant changes in how Google operates its ad business in Canada, potentially forcing them to restructure their practices and open up the market to more competition. This could set a precedent for other countries and potentially impact Google’s global operations.
**Host:** This is certainly a story to watch closely. Alex Reed, thank you for shedding light on this complex issue.
**Alex Reed:** My pleasure.
