The European Union has imposed a €2.95 billion (£2.52 billion) fine on Google for breaching competition rules by favouring its own digital advertising services, marking the fourth antitrust penalty levied against the technology giant by the bloc.
The European Commission, the EU’s executive arm and chief antitrust authority, also ordered the US-based company to end what it described as “self-preferencing practices” and to address “conflicts of interest” within the advertising technology supply chain.
Following a formal investigation launched in June 2021, the Commission concluded that Google had abused its dominant position in the online advertising market, disadvantaging rival publishers, advertisers and competing ad technology providers. The inquiry focused on the company’s conduct in the online display advertising sector, where adverts are tailored to users based on their browsing history.
Google rejects ruling
In a statement, Google rejected the ruling and confirmed it would appeal. Lee-Anne Mulholland, the company’s global head of regulatory affairs, said: “It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money.”
The decision comes more than two years after the Commission first brought charges against Google. At that time, officials suggested that only the sale of parts of its advertising business could resolve competition concerns. The latest ruling represents a step back from that position, amid ongoing tensions between Brussels and the Trump administration over trade, tariffs and technology regulation.
Senior EU figures had previously argued that fines and behavioural remedies in earlier cases had failed to curb Google’s conduct, allowing it to adapt its practices while maintaining its market dominance.
Mulholland insisted there was “nothing anticompetitive” in offering services to both ad buyers and sellers, adding that “there are more alternatives to our services than ever before.”
The fine adds to a series of penalties imposed on Google in recent years as the EU continues its scrutiny of major technology firms’ influence over digital markets.
