The European Union has launched a new antitrust investigation into Google over concerns that the company may have unlawfully manipulated the pricing of advertising on its search engine, according to a report by Bloomberg News.
The probe reportedly focuses on whether Google engaged in practices that could have distorted competition by rigging the cost of search advertisements, potentially disadvantaging advertisers and competitors within the digital advertising market. The investigation marks the latest in a series of EU competition actions targeting the company’s core search and advertising businesses.
If confirmed, the case would add to ongoing regulatory monitoring of large technology platforms in the European Union, where authorities have taken an increasingly assertive stance on digital market dominance and pricing practices.