The Invisible Hand of the Algorithm
At the heart of the case is the Google algorithm—an invisible hand that shapes what billions of users see. Moltiply argues that Google used its algorithm not as an impartial tool, but as a weapon to sideline competition, tilting the digital shelf in its own favor.
This, the company says, blocked 7Pixel’s ability to grow, harmed consumer access to fair pricing options, and gave Google an unlawful edge in e-commerce advertising revenue.
“When a global platform tilts the playing field, it doesn’t just hurt competitors—it hurts users, innovation, and markets,” one European antitrust expert noted.
Google’s Response? Silence, For Now
A Google spokesperson in Italy declined to comment on the lawsuit, which is still in its early stages. However, the case threatens to reopen regulatory wounds and could intensify calls for stricter antitrust enforcement and greater platform accountability in the European Union.
Google has repeatedly insisted that it complies with competition laws and that its Shopping service benefits consumers. But with billions on the line and a growing dossier of legal setbacks in Europe, the tech giant may soon find itself back in the regulatory hot seat.
