Google has been accused of favouring its own ad products like AdX over competitors, leading to higher costs for publishers and consumers.
The Commission ordered Google to end these practices and pay a €2.95 billion (US$3.47 billion) fine for abusing its dominance in the online adtech sector, warning that failure to comply within 60 days could lead to stricter measures.
Teresa Ribera, executive vice president of the Commission, said in a statement on Friday: “In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game.
“At this stage, it appears the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its ad tech business.”
However, Google has argued against the ruling, claiming that its practices are not anti-competitive as other alternatives exist. The company plans to appeal the decision.
Lee-Anne Mulholland, global head of regulatory affairs at Google, 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.
“There's nothing anti-competitive in providing services for ad buyers and sellers, and there are more alternatives to our services than ever before."
US President Donald Trump also backed Google and criticised the EU Commission’s decision on social media, calling it “very unfair” and suggesting a potential investigation or tariffs against EU tech practices.
A number of industry experts have spoken about big tech companies getting off easy, as a ruling from the US DOJ last week decided that Google can retain ownership of Chrome but must share search data with rivals, creating a potentially more competitive search market.
The ruling is seen as a partial victory for Google, though a separate DOJ trial on its adtech monopoly is set to begin later this month.
Last week, the EU also reportedly suspended a planned antitrust fine against Google at the last minute, citing concerns over trade talks with the US. The decision delayed action against Google’s adtech dominance despite proven market violations and ongoing DOJ pressure.
However, the EU Commission has denied the accusations.
