September 4, 2025
Five years ago, the Department of Justice (DOJ) expressed concerns over Google’s dominance in the search market and accused them of engaging in illegal practices to hinder the competition, harming both consumers and businesses. The case is still underway but a recent ruling that allows Google to keep its Chrome browser has left many disappointed.
For marketers and business owners, it’s crucial to understand how the case could affect their digital presence and ongoing strategies. So, here’s everything you need to know about the Google monopoly case, the implications of it for digital advertising, and how it could reshape the online landscape for businesses.
In 2020, the (DOJ) filed a lawsuit against Google, claiming that the company has unlawfully maintained dominance over search engines and online advertising.
This is mostly due to Google’s exclusive deals with major brands, such as Apple and Samsung, that make Google the default search engine and have put competitors like Bing and DuckDuckGo at a disadvantage. Google also dominates online advertising, controlling a significant portion of online ad space through Google Ads and AdSense.
In August 2024, US District Judge Amit Mehta ruled that Google had illegally used these exclusive agreements to create a monopoly in search, suppressing the competition.
A final ruling in September 2025 has forced Google to make some changes, but many were hoping for more severe consequences.
Judge Amit Mehta has allowed Google to keep its Chrome browser:
‘Google will not be required to divest Chrome; nor will the court include a contingent divestiture of the Android operating system in the final judgement. Plaintiffs overreached in seeking forced divestiture of these key assets, which Google did not use to effect any illegal restraints.’
But has forced Google to end its exclusive default search agreements:
‘Google will be barred from entering or maintaining any exclusive contract relating to the distribution of Google Search, Chrome, Google Assistant, and the Gemini app.’
And required Google to share certain data with competitors:
‘Google will have to make available to Qualified Competitors certain search index and user-interaction data, though not ads data, as such sharing will deny Google the fruits of its exclusionary acts and promote competition.’
‘Google will not be required to share granular, query-level data with advertisers or provide them with more access to such data. Nor will it have to restore an ‘exact match’ keyword bidding option.’
Many people are unhappy with the judge’s ruling, expressing disappointment over the lack of punishment.
Journalist Barry Schwartz summarised the verdict on X and received numerous responses from people saying that this ruling wasn’t good enough.
@SEOwithElena commented:
@erikboderek replied with:
Any potential changes in Google’s search engine practices could affect rankings. Marketers who rely on SEO have leaned on Google’s dominance to drive traffic to their websites for quite some time. If Google’s prominence is reduced, competitors such as Bing could gain exposure.
This is likely to cause apprehension, as many marketers and site owners may need to adjust their strategies and navigate new platforms. Although it does also present an opportunity for better rankings in other search engines.
Google controls a substantial amount of the digital ad market. If Google is forced to modify how it operates, this dominance could be challenged by other platforms, like Amazon Ads, and marketers may see a shift in pricing.
Many businesses rely heavily on Google AdSense to monetise their sites. Google’s decreased presence in the ad space could cause uncertainty as the advertising model adjusts. However, this could be advantageous in the long run as websites will be able to leverage other advertising platforms to diversify their income streams.
As with any major change in search, you should continue to focus on creating helpful, high-quality, and engaging content. But you may also want to look at diversifying your marketing channels. Relying too heavily on Google's search engine or ad network could put you in a vulnerable position. Consider exploring alternative platforms such as Facebook and Amazon Ads, which will gradually lower your dependency on Google.
The antitrust case isn’t yet over and the final outcome could reshape the digital landscape, so it’s important to stay informed as the case unfolds. If you are concerned about the effect Google’s antitrust case could have on your website or digital strategy, don’t hesitate to get in touch with us today.
