The European Commission has fined Google €2.95 billion[1], equal to about $3.46 billion, after ruling that the company gave its own advertising exchange and tools unfair advantages. Officials said the conduct restricted competition and raised costs for advertisers and publishers across Europe.
How the Case Developed
The decision followed years of investigation into the company’s display advertising services. These systems sit behind much of the banner advertising seen on websites and apps. The Commission said Google’s publisher server passed inside information to its own exchange, helping it beat rival bids. At the same time, the company’s ad buying platforms steered business mainly through its exchange, reducing opportunities for competitors.
According to regulators, this setup locked businesses into Google’s network and reinforced its position in the market. It also allowed the company to collect higher fees across the supply chain. Google now has sixty days to outline changes. If its proposals fall short, regulators may consider stronger remedies including the possible sale of part of its adtech operations.
A Record of Repeat Offenses
The fine was based on the scale and length of the abuse, as well as Google’s past record. In 2017, the company was fined €4.34 billion for practices linked to Android devices. The following year, it was fined €2.42 billion over its shopping search service, and in 2019 it was fined €1.49 billion for blocking rival ad services.
The case adds to wider pressure in Europe. Earlier this week, France’s data authority fined Google €325 million for showing ads in Gmail without consent and breaking cookie rules.
Political Response in Washington
The decision quickly drew reaction in the United States. Hours after the penalty was announced, President Donald Trump said[2] he would consider opening a trade investigation to counter what he described as unfair treatment of American firms. His warning came a day after hosting technology leaders at the White House. At that meeting, he signaled backing for U.S. companies facing disputes with European regulators.
Trump also referred to earlier cases involving Apple, which has faced large tax and competition claims in the bloc. He said the penalties risked draining investment and jobs from the United States.
What Comes Next
Google said it will appeal. The company maintains that the findings are wrong and that the required changes could hurt European businesses that rely on its tools. The outcome of the appeal remains uncertain, but the ruling represents one of the most serious challenges yet to its advertising model in Europe.
Notes: This post was edited/created using GenAI tools. Image: DIW-Aigen.
Read next:
• How AI Is Quietly Rewriting the Rules of Ecommerce[3]
• Google Tied to $45 Million Israeli Propaganda Push Amid Gaza Genocide[4]
References
- ^ Google €2.95 billion (ec.europa.eu)
- ^ said (truthsocial.com)
- ^ How AI Is Quietly Rewriting the Rules of Ecommerce (www.digitalinformationworld.com)
- ^ Google Tied to $45 Million Israeli Propaganda Push Amid Gaza Genocide (www.digitalinformationworld.com)