EU Slaps Google With $3.45 Billion Fine Over Adtech Antitrust Violations

The European Union (EU) has imposed a record €2.95 billion ($3.45 billion) fine on Google, accusing the U.S. tech giant of abusing its dominant position in the digital advertising technology (adtech) market.

Allegations of Market Abuse

According to the European Commission (EC) — the executive arm of the EU — Google unfairly favored its own display advertising services, undermining rival adtech providers, advertisers, and online publishers.

The EC ordered Google to end these “self-preferencing practices” and implement structural changes to eliminate conflicts of interest throughout the adtech supply chain. The company has 60 days to respond.

“Today’s decision makes it clear that Google abused its dominance in adtech to the detriment of publishers, advertisers, and consumers. Such conduct is strictly illegal under EU antitrust rules,” EU Competition Commissioner Teresa Ribera said.

Google Pushes Back and Plans to Appeal

Google has rejected the ruling, with Lee-Anne Mulholland, the company’s Global Head of Regulatory Affairs, calling it “wrong” and confirming that the firm will appeal.

“This decision imposes an unjustified fine and requires changes that will harm thousands of European businesses by making it harder for them to generate revenue. Providing services for both ad buyers and sellers is not anticompetitive — and there are more alternatives to our services than ever before,” Mulholland stated.

According to a filing with the U.S. Securities and Exchange Commission (SEC), Google expects to book the fine in its third-quarter results.

Wider Context and Implications

The case dates back to 2021, when the EU launched an investigation into whether Google was giving preferential treatment to its own online display ad technology services.

Notably, Reuters reported earlier this week that the penalty announcement had been delayed while EU regulators awaited progress on a U.S.-EU trade deal involving tariff reductions on European car exports.

The fine marks one of the toughest regulatory actions against Google’s lucrative advertising business and underscores the EU’s determination to rein in U.S. tech giants in the name of fair competition.