EU drops $3.5bn hammer on Google over sharp adtech practices
The European Union has hit Google with a $3.5 billion fine after ruling that the tech giant abused its dominant position in the online advertising technology (adtech) market.
Brussels regulators said Google unfairly leveraged its control of advertising tools to stifle competition, lock in publishers, and favor its own services over rivals.
The European Commission concluded that the company’s practices harmed both advertisers and publishers, driving up costs while limiting consumer choice.
“Google’s conduct in adtech has entrenched its market power and deprived rivals of fair opportunities to compete. Today’s decision is a step toward restoring competition in this crucial sector of the digital economy.” Margrethe Vestager, the EU’s competition chief, stated.
The fine is one of the largest antitrust penalties imposed on a U.S. tech firm in Europe in recent years, reflecting heightened scrutiny of Silicon Valley’s influence over digital markets.
Google, which has faced multiple antitrust battles in Europe, signaled it would appeal the decision, arguing that its advertising tools benefit both advertisers and publishers by making ads more efficient and relevant
