Alphabet’s Google, a digital advertising platform, has been fined $3.45 billion by the European Union for anti-competitive practices in its adtech business. The European Commission said Google abused its market power from 2014 to the present by favoring its own display technology services, reinforcing its AdX exchange, and charging high fees that harmed rivals and publishers.
The Commission ordered Google to end self-preferencing and address conflicts of interest within 60 days, warning that stronger remedies, including potential divestitures, could follow. EU Antitrust Chief Teresa Ribera stated, “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.”
The fine drew strong criticism from both Google and U.S. officials. Lee-Anne Mulholland, Google’s Vice President and Global Head of Regulatory Affairs, said, “The European Commission’s decision about our ad tech services is wrong and we will appeal. It imposes an unjustified fine and requires changes that will hurt thousands of European businesses.” U.S. President Donald Trump called the ruling “unfair” and threatened trade retaliation under Section 301 of the Trade Act. The case underscores mounting transatlantic tensions over the regulation of digital markets, with critics arguing that fines alone will not curb Google’s dominance in the $129 billion adtech sector.
