“Don't Google It”

Abstract

Through the analysis of some recent competition authority investigations as well as conduct adopted by Google on the online advertising platform Google Ads, the chapter provides insights on some commercial practices opted for by the giants of web marketing with the purpose to deepen the future legal and market challenges. In conclusion, this study aims to contribute to the current debate and the attempt to find remedies that offer appropriate protection to advertisers and consumers as well as granting support to the lawmakers, who in turn have a duty to carefully regulate the search giant.