A $3.3 billion (€3 billion) lawsuit filed in Italy against Google is the latest in a string of antitrust challenges targeting one of the world’s largest tech companies. The claim, brought by Italian comparison-shopping site operator Moltiply Group, accuses Google of abusing its dominant position in the search market to unfairly suppress competition, specifically targeting its subsidiary, 7Pixel.
What’s the case about?
Moltiply alleges that between 2010 and 2017, Google gave preferential treatment to its own price comparison service, Google Shopping, at the expense of rivals like 7Pixel. This, they argue, hindered growth and distorted fair competition in the digital marketplace.
The lawsuit hinges on a 2017 European Commission (EC) decision, in which Google was fined €2.42 billion for exactly this kind of behaviour, i.e. for using its search dominance to “systematically give prominent placement” to Google Shopping and demote rivals in its search results (European Commission, 2017). That decision was upheld in 2021 and again by the European Court of Justice in 2024, reinforcing the EU’s position on protecting digital market competition.
“We disagree strongly with these exorbitant private damages claims which disregard this successful and growing industry,” a Google spokesperson told Reuters, defending the changes Google made in response to the 2017 ruling. According to Google, the number of comparison shopping services using its platform has grown from just seven to over 1,550 across Europe.
A pattern of regulatory pressure
Google is no stranger to regulatory challenges in the EU. In addition to the 2017 Shopping fine, the tech giant has faced:
- A €4.34 billion fine in 2018 for anticompetitive practices related to Android mobile devices.
- A €1.49 billion fine in 2019 for abusive practices in online advertising (European Commission, 2019).
Most recently, in the United States, the Department of Justice is seeking to break up Google’s advertising technology business. Federal prosecutors argue that Google holds an “unlawful monopoly” over the digital ads market, creating an ecosystem where publishers—especially smaller ones—are left with no real alternatives. “We have a defendant who has found ways to defy the law,” said US government lawyer Julia Tarver Wood during court proceedings in Virginia.
Google is also facing separate US legal challenges over its Chrome browser and dominance in the search engine space, with prosecutors pushing for divestitures to level the playing field.
Meanwhile, Google recently agreed to a $340 million settlement with Italian authorities over unpaid taxes between 2015 and 2019, highlighting that antitrust isn’t the only area of compliance where large tech firms face scrutiny.
Antitrust enforcement in 2025
Despite political changes, antitrust enforcement remains highly active across the EU, UK and US. Each jurisdiction is approaching Big Tech with a different tone, but all are signalling that large market players will continue to be held to account.
- In the EU, regulators have led the way, issuing billions in fines to Google over shopping, Android, and advertising dominance. These rulings now serve as the basis for private litigation like Moltiply’s.
- In the UK, the recently passed Digital Markets, Competition and Consumers Act 2024 gives the Competition and Markets Authority (CMA) sweeping new powers to regulate firms with “strategic market status” in digital sectors. That includes the power to impose binding conduct rules and levy fines up to 10% of global turnover.
- In the US, while the Trump administration has promised broad deregulation, antitrust enforcement is not slowing down. Lawsuits against Google, Meta, Apple, and Amazon continue, and the Department of Justice (DOJ) has secured major rulings finding that Google unlawfully maintained monopolies in both search and digital advertising.
What are the compliance takeaways?
1. Antitrust laws aren’t just theoretical
Whether you’re a global tech firm or a growing startup, competition law violations carry real financial and reputational risks. Regulators are increasingly pursuing not just fines, but also structural remedies, like breaking up dominant businesses. At the same time, private companies are more willing to sue for damages based on past regulator findings. The €3 billion Google lawsuit is a textbook example.
2. Compliance programmes must address competitive behaviour
Antitrust compliance isn’t just about pricing or mergers anymore. It now spans product design, search algorithms, platform favouritism, and even employment policies. This means integrating antitrust awareness into day-to-day business decisions, especially in digital-first environments.
3. Smaller businesses aren’t immune
Even if you’re not a market leader, you can still be subject to antitrust enforcement, especially in cases of bid rigging, collusion, or unfair exclusivity deals. Smaller firms may also face state-level enforcement in the US, or come under pressure if they’re scaling quickly in niche markets. On the flip side, SMEs should know their rights to challenge dominant players when markets are distorted.
4. Global enforcement is intensifying, not just converging
While antitrust rules differ between the EU, US, and UK, all three are ramping up enforcement, but in divergent ways. The EU continues to issue record-breaking fines. The UK’s new Digital Markets Act gives its regulator real teeth. And despite the hopes of investors in Silicon Valley and on Wall Street to the contrary, antitrust enforcement in the US has not shown signs of letting up under Trump 2.0. Compliance teams must monitor regional developments and ensure internal policies are up to date across jurisdictions.
Proactive compliance is your best defence
The Google-Moltiply case is another chapter in the global crackdown on tech monopolies, but the implications go far beyond Silicon Valley. Businesses of all sizes should ensure they have robust systems in place to detect, prevent, and report potential antitrust risks. That includes regular training, up-to-date policies, and a clear culture of ethical competition.
VinciWorks’ easily editable fraud and fair competition training courses enable businesses to uphold fair competition and integrity in all aspects of their operations. Whether you’re part of a large multinational or an emerging enterprise, our training ensures that your employees understand what’s allowed, what’s not, and what regulators expect.
