The European Commission has fined Google €2.95 billion (just under $3.5 billion) for violating EU antitrust laws by giving unfair preference to its own advertising services.
According to the commission, Google “abused its dominant positions” by favoring its ad exchange, AdX, within both its publisher ad server and ad-buying tools.
The ruling requires Google to end these self-preferencing practices within 60 days and implement measures to address “inherent conflicts of interest along the adtech supply chain.”
“Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies,” said Teresa Ribera, the commission’s executive vice president for clean, just, and competitive transition. “Digital markets exist to serve people and must be grounded in trust and fairness. And when markets fail, public institutions must act to prevent dominant players from abusing their power.”
Google confirmed it will appeal the decision. A spokesperson told The Wall Street Journal: “There’s nothing anticompetitive in providing services for ad buyers and sellers, and there are more alternatives to our services than ever before.”
The WSJ also reported the announcement had been delayed from September 1 due to ongoing EU–U.S. negotiations over a potential trade deal.
This marks the EU’s second-largest antitrust penalty, following a $5 billion fine against Google in 2018. The move drew criticism not only from Google but also from U.S. President Donald Trump, who condemned the “many other fines and taxes” levied against Google and other American tech giants like Apple.
“We cannot let this happen to brilliant and unprecedented American ingenuity and, if it does, I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these taxpaying American companies,” Trump posted on Truth Social.
At a televised dinner Thursday, Google CEO Sundar Pichai and co-founder Sergey Brin joined other tech leaders in praising Trump’s policies, particularly regarding AI.
Meanwhile, Google notched a partial win in the United States this week. Although a federal judge found the company acted illegally to preserve its monopoly in online search, the remedies ordered were far less severe than the Justice Department’s proposals, which had included forcing Google to divest Chrome and potentially Android.
