Moltiply vs. Google: The Italian online price comparison site sues Big Tech

ROME – Three billion euros for abuse of a dominant position. The Italian Moltiply is suing Google for allegedly taking advantage of its control of the world’s most popular search engine to the detriment of its competitors. Moltiply Group, formerly Mutuionline.it, follows numerous initiatives by European institutions that, with billion-dollar fines and investigations , have recognized Mountain View’s illicit conduct. Positioning in the world’s most popular digital showcase is essential for increasing views, therefore clicks, purchases and advertisers’ interest.

The Italian online price comparison site has announced that its subsidiary 7Pixel, which operates Trovaprezzi.it , has notified several entities of the Google group of a follow-on request for damages for abuse of a dominant position . Google Shopping, between 2010 and 2017, would have been unfairly favored, as confirmed by the European Court of Justice in September 2024. Big Tech would have therefore better highlighted its comparator, to the detriment of competitors, allowing the Google product to grow rapidly and conquer important market shares. The amount of damages estimated by the experts appointed by 7Pixel, including the structural effects of the abuse and interests, is equal to 2.97 billion euros , as stated in a note.