O Google terá que enfrentar um processo de £13,6 bilhões alegando que possui muito poder sobre o mercado de publicidade online, decidiu um tribunal. O caso, movido por um grupo chamado Ad Tech Collective Action LLP, alega que o gigante das buscas agiu de forma anticompetitiva, causando prejuízos financeiros a editores online no Reino Unido. A empresa controladora do Google, a Alphabet, chamou o caso de “incoerente” em suas tentativas de encerrar a ação legal. No entanto, o Competition Appeal Tribunal, em Londres, decidiu que o caso agora pode ir a julgamento. “Esta é uma decisão de grande importância para as vítimas da conduta anticompetitiva do Google no adtech”, disse o ex-diretor da Ofcom, Claudio Pollack, agora sócio da Ad Tech Collective Action. “O Google agora terá que responder por suas práticas em um julgamento completo.” No entanto, o diretor jurídico do Google, Oliver Bethell, descreveu o processo como “especulativo e oportunista”. “Vamos nos opor vigorosamente e com base nos fatos”, acrescentou em comunicado. O caso diz respeito à tecnologia de publicidade, geralmente abreviada como adtech, que decide quais anúncios online as pessoas veem, bem como quanto eles custam aos editores. Hospedar esses anúncios é uma fonte importante de receita para muitos sites – a Ad Tech Collective Action afirma que os gastos com publicidade digital atingiram US$ 490 bilhões em 2021. Também é uma indústria extremamente valiosa para o Google, pois domina tão fortemente a pesquisa na web. No centro da alegação está a acusação de que o Google está abusando dessa dominação, reduzindo a renda dos sites. A Ad Tech Collective Action afirma que o Google está se envolvendo no que é conhecido como “autopreferência” – ou seja, promovendo seus próprios produtos e serviços de forma mais proeminente do que os de seus concorrentes. Isso significa que os editores acabam recebendo menos dinheiro pelos anúncios que hospedam, além de terem que pagar taxas “muito altas” ao Google. “Estou ansioso para trabalhar com nossos consultores jurídicos e econômicos para obter compensação pelos anos em que os mercados relevantes não proporcionaram um resultado competitivo para o mercado editorial do Reino Unido”, disse o Sr. Pollack. No entanto, levará muito tempo para que tudo isso seja resolvido – já se passaram dezoito meses até este ponto, e nenhuma data de julgamento foi definida. O caso é conhecido como opt-out, o que significa que todos os editores relevantes do Reino Unido estão incluídos, a menos que indiquem o contrário. Ele está sendo financiado por uma terceira parte desconhecida e afirma que os editores do Reino Unido que fazem parte da reivindicação não pagarão custos para participar. Isso ocorre enquanto o Google enfrenta investigações de reguladores no Reino Unido, Europa e EUA em relação aos seus negócios de adtech, enquanto a empresa já enfrentou multas bilionárias da Comissão Europeia por comportamento anticompetitivo.
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