Alphabet Inc. (NASDAQ: GOOGL) and Facebook, Inc. (NASDAQ: FB) are yet again in the spotlight as regulators look to stem their monopoly over the advertising business. The Federal Trade Commission and a bipartisan group of 46 state attorney general are hot on the two companies' heels for allegedly signing a pact to defend each other on facing antitrust investigations.
Google-Facebook Antitrust Deal
Suits filed in court indicate that Facebook and Google inked a deal in 2018 to back each other if they ever come under investigations over antitrust violations. Under the terms of the deal, Facebook agreed not to compete against Google’s online advertising tools. The search giant, on the other hand, agreed to accord the social media giant access to its advertising tools.
Antitrust officials insist the deal led to antitrust violations given the amount of power that the two tech giants wield in the advertising business. Google is a big player in advertising via its video platform YouTube, while Facebook has made a name for itself as the go-to place for advertising on social networks.
Regulatory Scrutiny
In defense of the controversial collaboration pact, a Google spokesperson insists that the lawsuit's claims were inaccurate. Likewise, he insists that the idea the deal was kept under wraps is wrong given that the partnership has been in the public domain for years.
In their lawsuits, ten Republican attorney generals led by Texas insist that Facebook and Google knew beforehand that the agreement will trigger an antitrust lawsuit in the future. Likewise, they went forth to ink a deal requiring each to defend the other partner whenever hit with antitrust allegations.
The new lawsuit is among a growing list of antitrust cases lodged by various government agencies and state attorneys designed to curtail the amount of power that tech giants wield. The likes of Google, Facebook, and Amazon have come under scrutiny in recent months for allegedly deploying unconventional tactics to stifle competition to profit from monopoly.