Google has lost an appeal to prevent consumers suing it in the UK over allegations of privacy violations.
The search engine was accused of overriding Apple Safari’s web browser settings in a bid to monitor users so it could target them more effectively with adverts.
Safari Users Against Google’s Secret Tracking claimed that this was achieved by the use of cookies, which can be installed silently onto a device to record its owners browsing habits and traits such as sex, race and age.
In a ruling from the Court of Appeal, three judges said that Britons could bring claims for damages against companies that misuse their data, a shift in the balance of power between firms and consumers.
"The Court of Appeal has ensured Google cannot use its vast resources to evade English justice," Judith Vidal-Hall, one of three claimants, told the BBC.
"Ordinary computer users like me will now have the right to hold this giant to account before the courts for its unacceptable, immoral and unjust actions."
In its judgement the court agreed that the claims "merit a trial".
Google was previously fined more than $22m (£14.8m) to the US Federal Trade Commission and paid $17m (£11.4m) to settle similar cases against 37 separate US states and the District of Columbia.
Under the terms of the latter deal the search engine agreed to no longer bypass the coding restrictions on Safari designed to protect user’s privacy.
