Google faces €25bn legal action in UK and the EU

Google is facing two legal cases which could result in the tech giant paying out damages of up to €25bn (£19.5bn) over its digital advertising practices.

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The company is accused of anti-competitive conduct, and of abusing its dominant place in the ad tech market.

Separate legal cases, in the UK and in the Netherlands, are being filed in the coming weeks on behalf of publishers seeking "compensation" from Google.

Google has recently drawn scrutiny from anti-trust regulators after complaints.

"Anti-competitive conduct"

Ad tech powers the online adverts that people see on their smartphones or when using the web. Google is the largest, and most important, ad tech vendor - with a market share reaching over 90%.

Selling digital advertising space has become a valuable source of income for publishers including global news websites, as well as smaller operators, such as independent bloggers - all of whom agree to carry advertising on their sites for a fee.

The European Commission and its UK equivalent are investigating whether Google"s dominance in the ad tech business gives it an unfair advantage over rivals and advertisers.

The French competition watchdog imposed a €220m fine on the company last year.

Johnny Ryan, from the Irish Council for Civil Liberties, told the BBC: "Google is under pressure on two big issues - one is anti-trust and the other is data protection."

Mr Ryan said more cases were coming to light as competition enforcers around the world "increasingly put demands on Google".

But he added "the fines we have seen so far from competition authorities have had absolutely no consequence whatsoever".