The American giant Google finds itself once again in the sights of justice, this time in France. Seven major French press groups have decided to take the Mountain View firm to court, claiming more than a billion euros in damages. They accuse Google of having abused its dominant position in the very lucrative online advertising market, to the detriment of its competitors and content publishers.
A powerful coalition against Google’s practices
Google is facing a real uproar. No fewer than seven French media groups, representing a total of 22 companies, have joined forces to attack the American behemoth. Among them are big names in the press such as SIPA/Ouest-France, Le Figaro, Prisma Media, Les Échos-Le Parisien, but also major web players such as Leboncoin (Adevinta) and L’Équipe.
Their grievance? They believe they have suffered significant harm as a result of Google’s anti-competitive practices in the online advertising sector. According to them, the firm knowingly favoured its own advertising solutions to the detriment of those of its competitors, thereby capturing a disproportionate share of the revenue.
The Competition Authority had already sanctioned Google
This is not the first time that Google has been criticized for its online advertising practices. In June 2021, the French Competition Authority fined the American group €220 million, also requiring it to make commitments to rebalance the market.
But for the French media, this is not enough. “Google has been clearly found guilty of anti-competitive behavior,” insists Marc Feuillée, general director of Le Figaro. His group believes it has been a “victim” of these actions and intends to “obtain compensation” in court.
Initial hearings have already taken place at the beginning of September at the Paris Commercial Court to set the timetable for this procedure, which could last two to three years. But the French media seem determined to go all the way to assert their rights against what they consider to be an “ogre” of online advertising.
Google is probably not done with its legal troubles on this subject. Its advertising practices are already the subject of investigations and proceedings in the United Kingdom, the European Union and even the United States. It remains to be seen whether the American giant will be able to convince that it is playing the game of fair competition. The stakes are colossal in this booming advertising market, vital for the financing of online content. Between AI and antitrust trials, Google is surely experiencing the most turbulent period in its history.
