Journalist and tv presenter Jort Kelder has won an appeal against an earlier court decision over the failure of Google to remove fake adverts for bitcoin using his photo.

In 2020, Kelder’s face was featured in online adverts suggesting he endorsed investing in bitcoin. The sites led directly to sites managed by fraudsters.

Kelder, and other celebrities whose photos had been used, initiated a court case against Google in 2022 but the judge decided then that tech businesses like Google or Twitter could not be held responsible for fake ads.

The Amsterdam appeal court decided in his favour this time around because Kelder had warned Google that his photo was being used in fake ads. The company should have been more vigilant and blocked identical or similar fake ads, the judge said.

“I’m happy that after four years, the battle has been won,” Kelder commented. “I have always been surprised how Google, one of the richest and most powerful companies in the world, could get away with this.”

He added that he hoped “a line has been drawn” under the practice “including for the people who fell for these ads and who have sometimes lost their savings because of it”.

It is not clear how much Google will pay Kelder in damages. The company said it is currently studying the verdict.