Google is facing a fresh UK lawsuit accusing it of abusing its dominance in online display advertising, with claimants seeking up to £3 billion in compensation. The case, filed on behalf of British advertisers, argues that Google favoured its own display advertising services, such as banner ads shown on websites, while excluding its rivals.

The claimants, led by KP Law, allege that Google's practices left advertisers paying more for less effective display advertising. A Google spokesperson has called the allegations 'meritless', stating that advertisers have many choices and choose Google's ad tech tools because they are simple, effective, and affordable.

The case has been brought as a collective action, covering all UK advertisers who have paid for Google's advertising services since October 1, 2015. The claim is yet to be formally served, according to Google.

Google's advertising practices have been the subject of multiple investigations and legal proceedings in the UK, the European Union, and the United States. The company is also facing efforts by the US government to break up its digital advertising business to curtail its dominance.

The court will consider the lawsuit in the coming weeks, with the claimants seeking a trial to determine the outcome of the case. The UK courts will also consider other similar cases against Google, including a £13.6 billion claim brought on behalf of online content publishers.