Google Antitrust Allegations Go Global

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It seems like Google can’t catch a break. The internet search giant is facing two antitrust investigations on two different continents. Wow! This has to be bad for their image as the company whose unofficial motto is “Don’t be evil.” Google has branded itself as an innovative tech company that doesn’t need to behave badly in order to maximize profits and efficiency, unlike some other corporations. A significant percentage of Google’s profit is generated from their advertising arm, AdSense. Ironically, both cases deal with advertising.

Last week details emerged from an ongoing civil investigation in Texas. The investigation began privately in July but is now picking up steam in the public eye. The attorney general’s office is determining whether or not Google monopolized the market for Internet search advertising. There is a claim that Google ranks search results based on whether these companies or Google owned or affiliated through advertising. Simply, does Google rank its’ own businesses ...
... and advertisers higher than others?

Another Google antitrust or competition case is stirring in Europe. Three companies have formally filed complaints against Google including a French company called 1plusV. 1plusV operates a search engine and claims that Google has been preventing competition by limiting advertisers from doing business with rival search engines. They suggest that Google has blocked websites ran by 1plusV from utilizing AdSense with its own search tools.

If these accusations are indeed true, Google has a lot of explaining to do. Both of these cases could change the way that Google does business. What’s worse for Google is the very appearance that they are not the good guy, law-abiding company that they want us to think they are. If found innocent, Google still has to undergo a lot of damage control to assure users and competitors that they are not using their powers for evil, also known as unjust financial gain. Google will have to become more transparent about their advertising and ranking practices.

Regardless of the outcome, it can be assumed that these cases will only open a can of worms. All the skeletons will come out of the closet and Google will become more exposed than they would probably prefer. The timing of the investigations makes Google look that much more guilty, as both cases are occurring simultaneously. This sends the message that Google has been caught with their hand in the cookie jar because more than one accuser is speaking out. Google may appear to by guilty well before a ruling is made.

I am pretty sure that Google has a great explanation for whatever may have transpired. The companies that have made complaints are more than likely seeking hefty damages, which we know Google can probably afford. Financial damages won’t cripple Google the way that these allegations can. Google more than anything wants to preserve a corporate identity that is built on innovation, creativity and honesty. Googles’ reput