Google Hit With €2.95 Billion EU Antitrust Fine for Abusive Adtech Practices
Alphabet’s Google has been fined €2.95 billion (about $3.45 billion) by the European Commission for distorting competition and abusing its market dominance in the adtech industry. The fine—one of the largest antitrust penalties in EU history—comes after regulators found Google systematically favored its own display ad technology services, creating an unfair advantage over competitors, advertisers, and online publishers since 2014. The decision, prompted by a complaint from the European Publishers Council, orders Google to stop self-preferencing and resolve intrinsic conflicts of interest, with a 60-day deadline to detail compliance.
Alphabet’s Google has been fined a hefty €2.95 billion (USD $3.45 billion) by the European Commission for anti-competitive practices in its sprawling advertising technology
(“adtech”) business, dramatically escalating regulatory pressure on Big Tech.
Details of the Case
The antitrust investigation, triggered by a complaint from the European Publishers Council, found that Google distorted competition by favoring its own online display ad technology
services at the expense of rival adtech companies, advertisers, and online publishers. Google was accused of abusing its dominant position in the adtech market from 2014 onwards,
restricting choices for publishers and advertisers, and undermining fair competition throughout the adtech supply chain.
Regulatory Orders and Consequences
The EU ordered Google to immediately halt its self-preferencing practices and to implement measures that eliminate conflicts of interest in its adtech services. Google must report its compliance
plans within 60 days, with EU authorities warning that failure to propose significant remedies will prompt more stringent regulatory actions, including forced divestitures of parts of its adtech business.
Industry and Market Impact
Google has stated it disagrees with the ruling and plans to appeal, arguing that the fines and mandated changes could harm thousands of European businesses and limit their ability to
generate revenue. Regulators, however, stress the need for digital markets to be built on “trust and equity,” and point to Google’s dominance as a threat to open competition, choice, and innovation.
Broader Context
This fine marks Google’s fourth major antitrust penalty from the EU, and arrives amid wider scrutiny of Big Tech across the U.S. and Europe. The decision also comes during sensitive U.S.-EU trade
negotiations, with U.S. officials previously warning against punitive actions on American tech companies. Notably, Google faced additional penalties from U.S. and French regulators for unrelated
privacy and cookie violations earlier this week.
The EU’s move intensifies the global regulatory spotlight on major technology platforms’ business practices and sets the stage for possible future government interventions in the digital advertising industry.
Alphabet’s Google has been fined a hefty €2.95 billion (USD $3.45 billion) by the European Commission for anti-competitive practices in its sprawling advertising technology
(“adtech”) business, dramatically escalating regulatory pressure on Big Tech.
Details of the Case
The antitrust investigation, triggered by a complaint from the European Publishers Council, found that Google distorted competition by favoring its own online display ad technology
services at the expense of rival adtech companies, advertisers, and online publishers. Google was accused of abusing its dominant position in the adtech market from 2014 onwards,
restricting choices for publishers and advertisers, and undermining fair competition throughout the adtech supply chain.
Regulatory Orders and Consequences
The EU ordered Google to immediately halt its self-preferencing practices and to implement measures that eliminate conflicts of interest in its adtech services. Google must report its compliance
plans within 60 days, with EU authorities warning that failure to propose significant remedies will prompt more stringent regulatory actions, including forced divestitures of parts of its adtech business.
Industry and Market Impact
Google has stated it disagrees with the ruling and plans to appeal, arguing that the fines and mandated changes could harm thousands of European businesses and limit their ability to
generate revenue. Regulators, however, stress the need for digital markets to be built on “trust and equity,” and point to Google’s dominance as a threat to open competition, choice, and innovation.
Broader Context
This fine marks Google’s fourth major antitrust penalty from the EU, and arrives amid wider scrutiny of Big Tech across the U.S. and Europe. The decision also comes during sensitive U.S.-EU trade
negotiations, with U.S. officials previously warning against punitive actions on American tech companies. Notably, Google faced additional penalties from U.S. and French regulators for unrelated
privacy and cookie violations earlier this week.
The EU’s move intensifies the global regulatory spotlight on major technology platforms’ business practices and sets the stage for possible future government interventions in the digital advertising industry.