The case highlights ongoing global scrutiny of Google's market dominance in online advertising.
**Canada Takes Legal Action Against Google Over Ad Tech Monopoly Claims**
**Canada Takes Legal Action Against Google Over Ad Tech Monopoly Claims**
Canada's competition authority files complaint against Google, echoing U.S. antitrust efforts.
In a significant legal move, Canada’s competition authority has launched an antitrust complaint against Google, alleging that the tech giant has established a monopoly in the online advertising market. The complaint, filed on November 28, 2024, contends that Google controls between 40 to 90 percent of key advertising technology services within the country, primarily through its software and auction marketplace, thereby engaging in practices that stifle competition.
The action reflects concerns similar to those outlined in an ongoing antitrust lawsuit in the United States against Google. Canada’s Bureau of Competition Policy, responsible for enforcing competition laws, states that Google's dominance undermines fair competition and limits alternative offerings in the advertising space. The charges assert that Google’s conduct not only maintains its overwhelming market share but also essentially locks other market participants into its ecosystem of ad tech services.
Furthermore, this legal battle occurs amidst a broader wave of scrutiny faced by major technology firms like Google, Amazon, and Apple worldwide. Canada has been particularly active in attempting to hold tech companies accountable, with new legislation aimed at curbing the negative effects attributed to social media and requiring tech firms to provide financial support to traditional news outlets.
As part of the complaint, Canada seeks to compel Google to divest certain parts of its advertising business, targeting what they identify as illegal practices that have solidified the company's hold on the market. The outcome of this case could play a crucial role in shaping the future landscape of online advertising in Canada and potentially influence similar actions globally.
The action reflects concerns similar to those outlined in an ongoing antitrust lawsuit in the United States against Google. Canada’s Bureau of Competition Policy, responsible for enforcing competition laws, states that Google's dominance undermines fair competition and limits alternative offerings in the advertising space. The charges assert that Google’s conduct not only maintains its overwhelming market share but also essentially locks other market participants into its ecosystem of ad tech services.
Furthermore, this legal battle occurs amidst a broader wave of scrutiny faced by major technology firms like Google, Amazon, and Apple worldwide. Canada has been particularly active in attempting to hold tech companies accountable, with new legislation aimed at curbing the negative effects attributed to social media and requiring tech firms to provide financial support to traditional news outlets.
As part of the complaint, Canada seeks to compel Google to divest certain parts of its advertising business, targeting what they identify as illegal practices that have solidified the company's hold on the market. The outcome of this case could play a crucial role in shaping the future landscape of online advertising in Canada and potentially influence similar actions globally.
