Google could face an antitrust lawsuit
It is the Department of Justice that analyzes taking action against technology
Its weight in the digital economy and dominance over user data, the main concerns
It is not strange that companies like Google, Apple, Facebook or Twitter face lawsuits or scrutiny from various governments due to their weight within the digital economy.
However, whenever the United States government is involved, it tends to draw attention to the impact and influence that Washington has worldwide.
The search engine, advertising and Maps at risk
The foregoing comes to mind because in recent days it was announced that the Department of Justice (or Department of Justice) files its largest antitrust lawsuit since Microsoft and, this would be against Google.
This is an issue that has been in the interest of the US government body for at least a year due to its concern about the weight that companies such as Mountain View and Facebook have on the internet.
In this regard, a recent report by The New York Times states that the lawsuit against Google could be filed in the coming weeks and, as the main objective, competition for their preponderance in digital advertising or their practices in search results.
But, the media also highlights a point that is worth considering and highlighting: Donald Trump’s concern for the influence of this platform and similar ones in the final stretch towards the presidential elections to be held on November 3.
In this sense, the information followed for months relates to Google services such as the sale of advertising on its sites, the positioning of results in its search engine, Maps by the faculty that technology acquires by having access to the enormous amount of Data from users regarding their habits and frequency of consumption.
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An unlikely outcome but one that would affect the consumer
In that sense, Jason Aten, from Inc., recalls that this process is very similar to the lawsuit that was filed against the late 1990s. Microsoft and that, although there was no greater ‘legal’ weight, it did conclude that Redmond gave way in the browser war, leaving the way almost clear for Google to dominate in this field (and by far).
But, in the case of Mountain View today the risk is high. To give us an idea, only in the second quarter of this year, Google entered $ 38.3 billion, of which 29 thousand 867 million They were for advertising, one of the main sources of income.
The concern is that the fact that the search engine has a significant influence on the demand and supply of ads, which means that it has the ability to influence the prices of products and services.
In addition to this, it is considered that Google maps And the ability to collect detailed data on consumers gives you an unfair advantage when it comes to targeted advertising.
Although, imposing sanctions or changes in technology could somehow balance economic competition in the digital world, on the other hand, the specialist points out that it would also leave some points to debate.
On the one hand, this would imply serious impacts on the way people use the internet, Google is one of its main tools when looking for services or products, this without considering that advertisers would no longer benefit from the economies of scale that currently exist; that is, fewer ads is almost equivalent to fewer opportunities to reach customers.
Another point that stands out is that the main competitors in these areas are Amazon and Facebook, Two other companies are under observation by the authorities. In this sense, the question is to regulate how and for whose benefit?