The European Commission has fined Google €2.95 billion for abusing its dominant position in the display advertising technology (Adtech) sector and has ordered the company to end its illegal practices.
“Google abused its power by favouring its own adtech services to the detriment of rivals, advertisers and publishers,” said Executive Vice-President Teresa Ribera. “This behaviour harmed competition, raised costs for businesses, and ultimately hit European consumers with higher prices and lower-quality services. This is illegal under EU competition rules.”
The Commission found that Google engaged in anticompetitive conduct on both sides of the Adtech supply chain. By leveraging its dominance, the company raised advertising costs for businesses, which were often passed on to consumers, while at the same time reducing revenues for publishers. This distortion of competition lasted for more than a decade and affected the entire European Economic Area.
Given that this is Google’s third major breach of EU competition rules, the Commission increased the fine. Ribera stressed, however, that financial penalties alone are not enough. Google is required to end its illegal conduct and address the inherent conflict of interest in its Adtech business. The company has 60 days to present a viable plan, failing which the Commission is prepared to impose its own remedy. At this stage, structural measures, such as divestiture of part of Google’s Adtech operations, appear both necessary and proportionate.
The decision also carries a global dimension. A U.S. federal court recently upheld key claims in a Department of Justice case against Google that closely mirrors the Commission’s findings. Ribera highlighted the importance of a coordinated transatlantic approach, noting that “it is in everyone’s interest to achieve a joint outcome to ensure effective remedies for citizens worldwide.”
Reaffirming the EU’s commitment to fair and transparent enforcement, Ribera concluded: “Our founding Treaties, our laws, and our values are not up for debate. We will continue to apply the rules firmly and fairly, without fear or favour.”
