The proposed ad partnership between Google (NSDQ: GOOG) and Yahoo (NSDQ: YHOO) continues to gather opposition… The latest is the World Federation of Advertisers (WFA), which is pushing the European Commission to stand athward the tie-up. The WFA, which represents advertisers accounting for 90 percent of all advertising, repeats a basic charge: that the deal will decrease advertising options and increase price. And although the deal would not be in effect in Europe, the WFA justifies the EC’s intervention by arguing “Although Google and Yahoo insist this agreement is limited to North America, WFA believes that the effects will be global. One reason for this is that the substantial benefits for both parties in the US and Canada will almost certainly reduce their incentive to compete in other markets as they do today.” The opposition comes a couple of weeks after Association of National Advertisers (US) weighed in against the deal. Release.

The WFA also urged the EC to block Google’s acquisition of DoubleClick, though that opposition ultimately proved futile.

• Google-Yahoo Ad Tie Up: Ad Trade Body ANA Opposes Deal; “Limits Choices”