The European Union has fined Google 2.95 billion euros ($3.5 billion) for breaching EU competition rules by favoring its own digital advertising services, marking the fourth multibillion-euro antitrust penalty against the U.S. tech giant since 2017.
The European Commission, the bloc’s executive and top antitrust enforcer, also ordered Google to end its “self-preferencing practices” and resolve conflicts of interest in the online advertising supply chain.
The investigation focused on Google’s AdX exchange and DFP ad platform, which connect advertisers with online publishers.
Teresa Ribera, the Commission’s executive vice president for competition, warned that if Google fails to propose a viable plan within 60 days, structural remedies—including the sale of part of its ad technology business—may be required.
She added that Google’s practices increased costs for advertisers, likely raising prices for European consumers, while reducing revenue for publishers.
Google called the ruling “wrong” and pledged to appeal, arguing that the decision would harm European businesses by making it harder to generate revenue.
The fine comes amid renewed tensions between Brussels and Washington, with former U.S. President Donald Trump criticizing the EU action as unfair to American companies and taxpayers, calling it “discriminatory” on Truth Social.
The EU’s investigation, launched in June 2021, found that Google had abused its dominant position in online display advertising since 2014, continuing practices that previous fines and rulings failed to stop.
