Despite everyone expecting it, it still arrived like a bolt from the blue. Overnight, the Justice Department formally accused Google of illegally maintaining a monopoly over search in the US. Attorney general Jeffrey Rosen claims Google has “maintained its monopoly power through exclusionary practices that are harmful to competition”.
The biggest legal battle in marketing is about to begin and it’s a landmark case for marketers.
All roads lead to California
Despite various attempts in other countries – including the UK – there is virtually nothing that most governments can do to legislate and limit the operations of the giant tech firms. There is an asymmetry in the nature of global platforms that sees businesses like Google, Facebook and Amazon trade internationally while devising corporate strategy within an exclusively American operational context.
British politicians can interrogate senior tech executives at high pressure, unpleasant sessions at Whitehall all they want. Aside from a bit of grumpy …