EU fines Google almost EUR 3 billion over adtech dominance

EU fines Google almost EUR 3 billion over adtech dominance

The European Union has imposed a significant antitrust fine on Alphabet Inc.'s Google, amounting to nearly EUR 3 billion, over allegations of dominance in the digital advertising sector. This decision marks a shift in the EU's enforcement strategy under the new antitrust chief, Teresa Ribera, who prioritizes compliance over punitive measures [1].

The fine, which is smaller than previous penalties imposed by the EU, stems from a four-year investigation into Google's alleged favoritism in its adtech business. The probe was initiated by the European Publishers Council, which accused Google of using its dominant position to disadvantage competitors [1].

Despite its dominance, the EU has not demanded the divestiture of any part of Google's adtech operations, a departure from the more aggressive stance taken by Ribera's predecessor, Margrethe Vestager [1]. The EU's approach under Ribera emphasizes compliance and regulatory pressure over large financial penalties.

The upcoming fine is not the first time the EU has taken regulatory action against Google. In July 2025, a group of independent publishers filed an antitrust complaint alleging that Google's AI Overviews feature was using their content without offering users an opt-out option. Additionally, the UK's competition watchdog is investigating Google's search and search advertising dominance [1].

The broader regulatory environment is also being shaped by developments in the U.S., where a federal court is set to rule on whether Google must spin off its Chrome browser. A ruling in favor of the U.S. Department of Justice could influence EU enforcement strategies [2].

The delay in announcing the fine was reportedly caused by concerns over U.S. President Donald Trump's potential retaliation against the EU over the decision. The EU had internally earmarked September 1 as the date to impose the fine but postponed it due to fears that Trump could unravel recent progress on trade and strike back with tariffs [3].

Google has consistently challenged the EU's interpretation of the adtech sector, arguing that publishers and advertisers have numerous choices and that users choose its services voluntarily. However, the EU's enforcement actions continue to mount, with both regulatory and legal challenges shaping the landscape of digital competition [1].

References:
[1] Google to face modest EU antitrust fine for its adtech (https://www.mitrade.com/insights/news/live-news/article-3-1081979-20250830)
[2] The US is closer than ever to breaking up Google ... - Politico.eu (https://www.politico.eu/article/us-google-tech-europe-dc-court-brussels-competition-monopoly/)
[3] Reuters - EU antitrust regulators delay Google adtech fine (https://www.reuters.com/legal/litigation/google-adtech-fine-hold-eu-awaits-lower-us-car-duties-sources-say-2025-09-02/)