MediaBuyerPlanner.com reports that Google is again the subject of a suit claiming it isn't doing enough about click fraud - the practice of producing fake clicks in order to boost the amount that advertisers must pay for their search campaigns. This time around, an anti-click fraud tool company is the plaintiff. That firm, Click Defense, may stand to gain from publicity coming from the court action. Click Defense, is claiming at least $5 million in damages and is seeking class action status.

Another case surfaced in April in Arkansas. That suit was brought by a retailer that used search engines to help market its e-commerce efforts. The Arkansas lawyers in that case, who happen to enjoy access to jurisdictions that have made large jury awards against national firms, have set up as site, LostClicks.com to help gin up additional plaintiffs.

Search marketers have been increasingly worried about the click fraud issue, with a recent SEMPO survey showing that seven out of nine search marketers were concerned that an unknown number of their paid clicks were bogus. Click Defense told Reuters that they've calculated that click fraud can be as bad as 38 percent of received clicks.