Alphabet’s Google has been fined €2.95 billion ($3.45 billion) by the European Union for anti-competitive practices in its digital advertising business. The European Commission accused Google of favoring its own advertising services, particularly its ad exchange AdX, to the detriment of rivals and online publishers.
This fine marks the fourth such penalty for Google in recent years and underscores the EU’s commitment to regulating Big Tech companies. The Commission’s decision follows a complaint by the European Publishers Council, which argued that Google’s practices inflated costs for advertisers and limited choices for publishers.
Google has expressed its intention to appeal the ruling, stating that the fine could harm European businesses and consumers. The company has also warned that the decision could stifle innovation in the digital advertising sector.
The European Commission has warned that if Google fails to resolve its conflicts of interest within the allotted timeframe, stronger actions, such as divestments, may be considered. Critics argue that the fine is insufficient and advocate for a breakup of Google’s ad tech operations.
This case deepens the regulatory pressure on Google, which also faces a similar trial in the U.S., where it’s accused of maintaining illegal monopolies in online advertising. In 2024, Google’s ad-related revenues totaled $264.6 billion, accounting for over 75% of its income.
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