The tech giant is under the gun as antitrust efforts across the globe heat up.Two new lawsuits, filed in the UK and the Netherlands, take aim at Google\u2019s adtech practices, alleging that they unfairly inhibit competition for other publishers. The two suits, announced today, seek up to $25.4bn in damages from lost advertising revenues on behalf of various publishers, per reports by Reuters.The tech giant is pushing back on the allegations. A spokesperson for Google said in a statement shared with The Drum: \u201cThis lawsuit is speculative and opportunistic. When we receive the complaint, we\u2019ll fight it vigorously.\u201d The spokesperson suggested that Google doesn\u2019t impede competition but rather supports it by \u201cwork[ing] constructively with publishers across Europe.\u201d They said that Google\u2019s advertising technology and tools \u2013 as well as competitors\u2019 offerings \u2013 \u201chelp millions of websites and apps fund their content and enable businesses of all sizes to effectively reach new customers.\u201dThe announcement comes just over a year after France\u2019s competition authorities fined Google nearly $268m for a number of anti-competition practices that included exploiting its position in the market to self-preference its ad servers for publishers and app developers. It also got the company to make new interoperability agreements.In the years prior, Google has faced a handful of other major antitrust enforcement actions in Europe \u2013 against AdSense in 2019, Android in 2018 and Google Shopping in 2017.And as of today, Google is still being investigated by antitrust enforcement bodies in both the UK and the EU. Much of the investigation centers upon Google\u2019s adtech stack and whether the company unfairly favors its own display ad services over those of competitors, thereby hampering other providers, publishers and advertisers.Meanwhile, in the US, a bipartisan group of legislators earlier this year introduced the Competition and Transparency in Digital Advertising Act, a bill that seeks to force Google and Meta to break up their advertising businesses. The bill was proposed just over a year after Google was entangled in a number of anti-competition scandals that pulled back the veil on a \u2018sweetheart\u2019 deal with Facebook over the two companies\u2019 advertising dominance and a clandestine program that gave undue preference to its own ad-buying technology.As antitrust efforts ramp up around the world, it\u2019s unclear when the tipping point will come. For more, sign up for The Drum\u2019s daily US newsletter here.