Alphabet Inc. Class A (NASDAQ:GOOGL)'s antitrust woes are far from over. The U.S Justice Department has sued the company over what it terms to monopolize the search and ad markets. The filling kick starts one of the biggest antitrust cases in the U.S history.
DOJ Antitrust Charge
The lawsuit will focus on Google's core business that revolves around search and on search-focused advertising. It is unlikely to target the broader targeted ad business. The charge sheet alleges that the company has forced advertisers to pay a toll for its search advertising and general search text advertising.
The Department of Justice has also taken issue with the fact that the search giant forces American consumers to accept its policies as well as privacy practices and use of personal data. The department has also taken issue that innovative businesses cannot emerge from Google's shadow, given the monopoly that the tech giant enjoys.
According to Justice Department officials, Google’s actions and ad-control of the search market is illegal under traditional antitrust principles. The tech giant owns and controls search distribution channels and accounts for about 80% of the total search queries in the U.S.
Google has already refuted the claims, reiterating that its monopoly of the search business results from consumer choice. In a statement, the company reiterates that the Department of Justice lawsuit is deeply flawed as people use the search engine out of choice and not on being forced.
Antitrust Lawsuit Implications
The U.S antitrust lawsuit is one of the most ambitious in the recent past as it pools together investigations at the federal and state level. While Google has faced similar lawsuits in the past, it is not on the current scale. For starters, it could be forced to change how it operates on search business and advertisements.
In 2013, the company was forced to change its AdSense policies after being sued by the Federal Trade Commission. In Europe, the company has already incurred a €1.5 billion penalty over its AdSense policy. It has paid a €4.3 billion fine for allegedly bundling software in the Android operating system and €2.4 billion for manipulating shopping results on Google search.