UK Couple Wins 15-Year-Long Legal Fight Against Google, Record £2.4-Billion Fine Imposed

The Raffs, founders of the now-closed price comparison website Foundem, saw their business suffer after Google’s search algorithms seemingly reduced visibility. Here's what happened next.

A UK couple, Shivaun and Adam Raff, has won a landmark 15-year legal battle against tech giant Google, resulting in a record-breaking £2.4 billion fine imposed on the company for alleged market manipulation. 

What Went Down

The Raffs recounted their experience to the BBC. Founders of the now-closed price comparison website Foundem, they saw their business suffer after Google’s search algorithms seemingly reduced Foundem's visibility in search results soon after its launch in 2006.

Initially, the Raffs believed the reduced visibility was an error caused by Google's spam filters, which automatically flagged their site and ranked it lower than expected. Despite repeated attempts to resolve the issue, Foundem's rankings on Google continued to plunge, impacting site traffic and revenue. Other search engines, however, displayed Foundem normally, which led the couple to question Google’s practices.

Taking The Legal Route

In 2010, after years of struggling to get Google's attention, the couple turned to the European Commission. Their complaints prompted a comprehensive antitrust investigation that eventually found Google was favouring its own shopping services over competing platforms like Foundem.

In 2017, the European Commission imposed a £2.4 billion fine on Google for anti-competitive behaviour, which the company appealed.

After a prolonged legal process, the European Court of Justice ultimately upheld the fine in 2024, dismissing Google’s final appeals. The victory felt long overdue for the Raffs, who expressed a sense of vindication. Shivaun Raff remarked that standing up to large corporations “was about making a difference” and confronting unfair practices.

Google's Response?

Google, for its part, insists that the changes it implemented in 2017 have allowed other shopping services to thrive, generating significant traffic for hundreds of competitors. The company maintains that the penalty is tied to outdated practices.

What Are The Raffs Up To Now?

Though Foundem shut down in 2016, the Raffs are continuing their pursuit of justice with a separate civil damages claim against Google, scheduled for trial in 2026.

Reflecting on their arduous journey, Adam Raff noted the challenges of their 15-year fight, saying they might have reconsidered had they known the battle would take so long.