Tech giant Google is under legal fire in the UK, facing a multibillion-pound lawsuit that accuses the company of secretly tracking and profiting from user activity through its search-based advertising tools. The class action, filed with the UK’s Competition Appeal Tribunal, seeks damages of up to £5 billion on behalf of millions of British internet users.

The Heart of the Case: Alleged Abuse of Market Dominance

The legal claim, led by former Ofcom director Dr. Johnny Ryan, alleges that Google exploited its dominant position in online search advertising to gather and monetize personal user data without proper consent or transparency. The claimants argue that through practices like “real-time bidding”—where personal data is shared in milliseconds during ad auctions—Google misused user information for commercial gain.

The claim covers an estimated 65 million people in the UK who used Google Search between October 2011 and April 2022. The case contends that users were misled into believing they had control over their data, while in reality, Google allegedly operated hidden systems that harvested information and used it to optimize targeted ads.

A Landmark Competition Case

This lawsuit is being filed under the UK’s collective proceedings order (CPO) regime—similar to class actions in the United States—which allows a single claim to represent a wide group of affected individuals. If the case is certified by the tribunal, it could become one of the largest competition lawsuits in British legal history.

Dr. Ryan, who is also a privacy campaigner affiliated with the Irish Council for Civil Liberties, stated:

“This case is about ensuring that no company, not even one as powerful as Google, is above the law when it comes to how our personal data is used.”

Google Responds

A spokesperson for Google called the lawsuit “speculative and opportunistic,” arguing that the company takes user privacy seriously and offers tools to control data sharing.

“We strongly dispute the claims being made. Google provides meaningful privacy controls and operates within the bounds of the law,” the spokesperson said.

The company has yet to file its formal defense, but it’s expected to challenge both the basis of the claims and the certification of the class.

Wider Implications for Big Tech

This legal action follows a series of regulatory and legal challenges that Google and other tech companies have faced in the UK and EU over data protection and market competition. Just last year, Google agreed to pay fines in several European countries over violations of the General Data Protection Regulation (GDPR).

The outcome of the lawsuit could reshape the way digital ad platforms operate in the UK, especially regarding transparency and control over personal data. Legal experts suggest that if successful, it may set a precedent for similar cases in Europe and beyond.

What’s Next?

The Competition Appeal Tribunal will now consider whether the case can proceed. A decision on certification is expected later this year. If approved, the full trial could begin as early as 2026.

For now, the eyes of the tech world are on London, as Google faces yet another reckoning over how it handles the data of billions.