Google has been hit with a 2.95-billion-euro ($3.45 billion) antitrust fine by European Union regulators over alleged anti-competitive practices in its advertising technology business. The European Commission, the EU’s executive arm, accused the company of distorting competition in the adtech market by giving preferential treatment to its own display advertising services, disadvantaging rival adtech providers, advertisers, and online publishers.
The Commission has ordered Google to halt these self-preferencing practices and implement measures to eliminate conflicts of interest throughout the adtech supply chain. The company has 60 days to respond to the ruling. EU competition chief Teresa Ribera stated that Google abused its dominant position in the adtech sector, harming publishers, advertisers, and consumers, which constitutes a violation of EU antitrust laws. Ribera emphasized that Google must propose a serious remedy, warning that failure to comply could result in stronger enforcement measures.
Google responded to the decision by announcing its intention to appeal. Lee-Anne Mulholland, Google’s global head of regulatory affairs, said the EU’s ruling was “wrong” and argued that the fine was unjustified. Mulholland added that the decision could negatively affect thousands of European businesses by limiting their ability to generate revenue. She further stated that there are more alternatives to Google’s services than ever before and that the company’s operations in adtech are not anti-competitive. Google indicated it will account for the fine in its third-quarter financial filings with the Securities and Exchange Commission.
The EU investigation into Google’s adtech practices dates back to 2021. Regulators were assessing whether the company had systematically favored its own display ad technology services, potentially creating an uneven playing field for competitors and harming market dynamics. The probe examined how Google’s control over certain adtech tools might influence competition among service providers and affect pricing, transparency, and fairness for advertisers and publishers.
This fine comes amid broader tensions in global trade and technology regulation. Reports indicate that EU authorities had delayed the final decision earlier this week while waiting for developments in U.S.-EU trade negotiations, including potential cuts to tariffs on European cars. The ruling underscores the European Commission’s ongoing efforts to enforce competition laws in digital markets and hold dominant tech companies accountable for practices that may limit market access or consumer choice.
The EU’s actions against Google signal a continued focus on maintaining competition in online advertising, an increasingly vital sector for digital businesses, publishers, and advertisers worldwide. Google’s appeal will now be closely watched as the company navigates regulatory pressure while defending its business practices.
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