Yeah. This is why I doubt it's a good strategy for Google in the long term. Sooner or later, someone will be finally pissed off enough to go after this practice (either a government or another big US company).

That said, there seems to be no legal way for a big Czech company to go neither against Google or the scammers, otherwise this would have been already resolved. CEZ (one of the companies being impersonated by the scammers here) made a press release about this almost 2 years ago (references are in Czech):

https://www.cez.cz/cs/pro-media/tiskove-zpravy/klamave-rekla... https://www.cez.cz/cs/podvodna-reklama