Google is facing a new lawsuit in the UK, with claimants alleging that the tech giant has abused its dominance in the online display advertising market. The claim, filed by KP Law on behalf of British advertisers, seeks up to £3 billion ($4 billion) in compensation. The lawsuit argues that Google has favored its own advertising services, such as banner ads, while sidelining competitors, resulting in advertisers paying more for less effective advertising. This collective action automatically includes all UK advertisers who have utilized Google's advertising services since October 1, 2015. A Google spokesperson dismissed the allegations as 'meritless', asserting that advertisers have various choices and opt for Google's tools due to their effectiveness and affordability. The lawsuit adds to a series of antitrust investigations and legal challenges Google faces in the UK, EU, and the US regarding its advertising practices. Notably, the EU previously fined Google €2.95 billion for similar issues, which the company is appealing.