EU Fines Google €2.95 Billion for Adtech Antitrust Breach

The European Union has fined Google €2.95 billion for abusing its dominant position in the adtech market, harming publishers, advertisers, and consumers. The fine is the latest in a series of antitrust actions against the tech giant. Google has vowed to appeal the decision, arguing that it will hurt thousands of European businesses.

The European Union has imposed a €2.95 billion fine on Google (GOOG) for anti-competitive practices in its adtech business, marking the latest in a series of antitrust actions against the tech giant. The penalty, announced on September 2, 2025, follows a four-year investigation triggered by a complaint from the European Publishers Council.

The EU's competition regulator, the European Commission, found that Google favored its own online display technology services over rivals and online publishers, abusing its dominant market position from 2014 to the present. The fine is part of the European Commission's ongoing efforts to ensure fair competition in digital markets [1].

The Commission ordered Google to cease self-preferencing practices and address inherent conflicts of interest within 60 days. Teresa Ribera, the EU antitrust chief, stated that Google must provide a serious remedy or face stronger measures. She emphasized that digital markets must be grounded in trust and fairness, and that public institutions must act to prevent dominant players from abusing their power [2].

Google has vowed to challenge the decision, arguing that the fine and required changes will hurt thousands of European businesses. Lee-Anne Mulholland, Vice President, Global Head of Regulatory Affairs at Google, stated that the company will appeal and that there are more alternatives to its services than ever before [3].

This fine is smaller than previous penalties, reflecting the new EU antitrust chief's approach of focusing on compliance rather than imposing large financial penalties. The investigation stems from a complaint by the European Publishers Council that Google favored its own advertising services over competitors [4].

The broader regulatory environment is also influenced 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 set a precedent for EU policy, although a European-led breakup of Google remains unlikely due to political and legal constraints [5].

References:
[1] https://www.tradingview.com/news/reuters.com,2025:newsml_L8N3UO0C1:0-google-hit-with-3-45-billion-eu-antitrust-fine-over-adtech-practices/
[2] https://www.ainvest.com/news/google-faces-modest-eu-antitrust-fine-adtech-investigation-2508/
[3] https://www.tradingview.com/news/reuters.com,2025:newsml_L8N3UO0C1:0-google-hit-with-3-45-billion-eu-antitrust-fine-over-adtech-practices/
[4] https://www.ainvest.com/news/google-faces-modest-eu-antitrust-fine-adtech-investigation-2508/
[5] https://www.tradingview.com/news/reuters.com,2025:newsml_L8N3UO0C1:0-google-hit-with-3-45-billion-eu-antitrust-fine-over-adtech-practices/