According to Bloomberg, the US Department of Justice is preparing a second major antitrust lawsuit against Google. The Justice Department would file suit “right next month” in federal court in Washington or New York, citing information.

Unlike the first antitrust case brought against Google by the federal government during the Trump administration, the new suit will focus on the company’s dominance of the digital advertising market. Citing sources familiar with the matter, Bloomberg says that Justice Department lawyers are in the process of interviewing the editors “to recover the facts and gather more details for the complaint” after “years of work”.

It’s worth recalling that in 2020, the DOJ sued the internet giant for its dominance of the online search market, accusing the company of “Unlawful Maintenance of Monopolies in the Markets for General Search, Search Advertising, and General Text Search Advertising in the United States”.

The Biden administration inherited this framework and looks set to follow a similar line. The new president actually appointed a prominent Google critic, Jonathan Kanter, to head the antitrust department Ministry of Justice. In an op-ed in the New York Times in 2016, Kanter argued that Google is known for using “The Anti-Competitive Guide to Cutting off the Oxygen Supply to Your Competitors”.

With those preseason games and with Kanter leading the division, we’ll see how he does. in 2020 Google denied the lawsuit ensure that consumers “they use its services because they are better, not because they have no alternatives”. It is a repeated argument in response to successive requests. There are certainly alternatives, whether they can compete with Google on a level playing field is another matter, and various courts will have to determine whether their enormous ad market share was achieved through antitrust violations or whether they are the result of superior technology.

And not just Google

The US Department of Justice’s investigation into Google is an example of the momentum the federal government wants to achieve control big tech after ten years without action. Moreover, the approval of business mergers, which were the seeds of disastrous consequences, which are now being addressed by lawsuits.

For example, she sued the Federal Trade Commission Soccer goal is trying to force parent company Facebook to sell Instagram and WhatsApp. He is also investigating Amazon for its control over online retail. Manzana It is not public and is also under investigation by the Department of Justice over its strict control over the App Store and the price it charges developers.

These types of investigations are very difficult, taking years to prepare and resolve as they progress through litigation and appeals. Other countries have also decided to control these giants. The UK plans to launch a new unit tasked with rooting out “predatory practices” by big tech, and last month the EU passed a Digital Markets Act that regulates Apple, Google, Amazon and Meta to allow increased competition in sales and e-commerce applications.