Alphabet’s Google is confronting a potentially far more expensive phase of Europe’s long-running antitrust campaign, as fresh regulatory findings under the European Union’s Digital Markets Act (DMA) pave the way for a wave of private damages lawsuits that could collectively exceed $10 billion.
After absorbing more than €10.4 billion in EU antitrust fines over the past decade, Google now faces an escalating legal battle in courts across Europe, where rivals are seeking compensation for alleged losses caused by years of anti-competitive conduct. Unlike regulatory fines, which are paid to governments, these civil lawsuits could require Google to compensate competitors directly, creating a new and potentially much larger financial liability.
Lawyers and litigation funders told Reuters that the first major enforcement action under the DMA has significantly strengthened the legal position of companies seeking damages.
“I think this will trigger a new wave of litigation,” said Thomas Hoppner, a partner at Geradin Partners, who has advised German price comparison platform Idealo.
The latest litigation follows the European Commission’s decision to impose a roughly $1 billion fine on Google under the Digital Markets Act, accusing the company of continuing to favor its own services in search results while restricting app developers from directing users to cheaper payment options outside Google Play.
That decision is particularly significant because it establishes an official finding that anti-competitive conduct continued even after the DMA came into force.
Legal experts say plaintiffs can now point to those regulatory findings as evidence in civil courts, potentially making it easier to pursue damages not only for recent violations but also for conduct stretching back many years under broader EU competition law, including Article 102 of the Treaty on the Functioning of the European Union, which prohibits abuse of a dominant market position.
Google has rejected the allegations.
“We strongly disagree with these lawsuits, which are brought by companies looking for a payout instead of investing in their own products,” a Google spokesperson said.
Damages Could Dwarf Regulatory Penalties
The emerging lawsuits highlight an important shift in Europe’s competition enforcement. For years, Google primarily faced administrative penalties imposed by regulators. Those fines, while substantial, represented fixed financial costs.
Private damages claims introduce a different level of risk because compensation can include lost profits, interest accumulated over many years, and other economic losses suffered by competitors.
Several major cases are already underway. According to Reuters:
German price comparison platform Idealo secured a landmark €465 million damages award from a Berlin court last November, one of the largest antitrust compensation judgments ever issued in Germany.
In Sweden, price comparison platform PriceRunner, backed by fintech company Klarna, filed a multibillion-dollar lawsuit after Google’s appeals against the EU shopping decision failed.
Italian comparison shopping company Moltiply Group is seeking €2.97 billion, while UK-based Kelkoo is pursuing claims worth several billion pounds.
Meanwhile, litigation finance company LitFin is backing two groups seeking more than $1 billion combined in Dutch courts over Google’s shopping auction practices.
Lawyers say additional cases are being prepared across multiple European jurisdictions.
“There are already a lot of these claims being filed, and probably more that are being prepared,” said Matej Pardo, chief operating officer of LitFin.
The Shopping Case Continues To Haunt Google
Many of the lawsuits trace their origins to Google’s decision in 2008 to prominently feature its own comparison shopping service in search results.
Competing shopping websites argued that Google’s self-preferencing sharply reduced their web traffic and advertising revenue, prompting complaints that eventually led to a European Commission investigation. That investigation resulted in a €2.42 billion fine in 2017, which Google unsuccessfully challenged before Europe’s highest court last year.
The recent DMA decision has renewed confidence among plaintiffs that regulators continue to view Google’s conduct as problematic.
Kelkoo Chief Executive Richard Stables said the latest ruling demonstrates that Google continues to engage in self-preferencing.
“We expect these to be impacted somewhat by the DMA decision because it shows that Google is still self-referencing even to this day,” he said.
The legal challenges come at a financially sensitive time for Alphabet. The company is dramatically increasing investment in artificial intelligence infrastructure, including data centers, networking equipment and advanced AI chips.
Those investments have significantly reduced free cash flow, with Alphabet reporting negative free cash flow during the second quarter for the first time since becoming a public company.
Investors have increasingly questioned whether massive AI capital expenditures across the technology sector will generate sufficient long-term returns. Should Google ultimately face billions of dollars in additional damages payments, the financial burden would come on top of already elevated AI spending and existing regulatory compliance costs.
While Alphabet maintains one of the strongest balance sheets in the technology industry, mounting litigation could further pressure cash flows over the coming years.
Europe Raises The Stakes For Big Tech
Google’s latest regulatory setback follows another major defeat earlier this year, when it lost its appeal against a €4.1 billion EU fine related to Android, where regulators concluded the company used its mobile operating system to cement Google’s dominance in internet search.
Together with the recent DMA penalties, Google has now accumulated six major European antitrust decisions, underscoring the EU’s increasingly aggressive approach toward dominant digital platforms. The DMA, which took effect to curb the market power of so-called “gatekeeper” technology companies, gives regulators stronger tools to prohibit practices such as self-preferencing, restrictions on interoperability and anti-steering provisions.
Some industry participants, however, argue enforcement remains too slow.
Marco Pescarmona, chairman of Moltiply Group, praised the legislation but questioned whether regulators are willing to use its full powers if violations continue.
“The DMA is a very good piece of legislation. The defect maybe is that it’s so effective that they’re afraid to use it,” he said.
Long Legal Battle Ahead
Despite the growing number of lawsuits, Google is unlikely to face immediate financial consequences.
Competition litigation in Europe often stretches over many years through multiple appeals.
The original Google Shopping case itself took nearly two decades from the alleged conduct to the exhaustion of Google’s appeals. Lawyers expect a similar timeline for many of the current damages actions.
In Sweden, for example, a Stockholm court recently ordered Google to pay approximately $1.97 billion, including interest, to PriceRunner. However, Klarna, which backs the company, expects Google to appeal, a process likely to take several more years.
The lengthy appeals are expected to delay financial payouts for Google. For rivals, the latest DMA ruling substantially strengthens the legal foundation of claims that could reshape how Europe’s digital competition laws translate into financial consequences.
While currently, Google appears targeted, the broader implication extends beyond Google.
The first DMA enforcement decisions are establishing precedents that could encourage competitors to pursue damages against other dominant technology companies, making private litigation an increasingly powerful complement to regulatory enforcement across the European digital economy.






