The European Union has fined Google €2.95 billion ($3.45 billion) for abusing its dominance in the digital advertising market.
Announced on Friday, the sanction is the fourth major penalty levied against Google by EU regulators in the past decade, underscoring a long-running dispute over the company’s competition practices. At the center of the ruling is Google’s advertising exchange platform, AdX, which the European Commission says received unfair preference over rivals.
According to the Commission, Google’s conduct — ongoing since 2014 — consolidated its control over the adtech supply chain, charging publishers and competitors steep fees while sidelining fair competition. Regulators said the company’s practices reduced market openness and ultimately harmed consumers and businesses reliant on digital advertising.
EU antitrust chief Teresa Ribera issued a stern warning, insisting Google must take corrective action. “Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies,” she said, noting that divestitures remain an option if compliance measures fall short.
Google has been given 60 days to submit a compliance plan, but the tech giant has already signaled plans to appeal. The company argues that the ruling is unjustified and could harm European businesses that benefit from its advertising services.
This latest fine comes amid broader trade tensions between the EU and the United States, where President Donald Trump has previously warned of retaliatory measures against European actions targeting American technology companies.
The decision has been welcomed by many publishers, though some industry experts believe the only way to restore competition is to force Google to break up its adtech division. Europe’s digital advertising market is worth an estimated €120 billion, and critics argue that Google’s grip continues to stifle innovation and limit opportunities for smaller players.
Despite the penalties, Google remains the world’s leading digital advertising powerhouse. In 2024, its advertising revenue reached $264.6 billion, making up more than 75% of the company’s overall income. The ruling now places mounting pressure on Google to change its practices or risk even harsher regulatory measures in Europe.
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