Europe Is Demanding €2.95 billion from Google

EU Hits Google with Record €2.95 Billion Fine Over Ad Tech Abuses

Why Europe is demanding €2.95 billion from Google, the second-largest fine in its history

The European Union has fined Google €2.95 billion ($3.45 billion) for abusing its dominant position in the advertising technology sector, marking the second-largest antitrust penalty in the tech giant’s history and intensifying the regulatory scrutiny it faces in Europe. The ruling was delivered by the European Commission, citing years of anticompetitive practices that allegedly favored Google’s own advertising products to the detriment of rival firms, online publishers, and advertisers.

Details of the Case

The Commission’s investigation found that, since 2014, Google intentionally gave preference to its own advertising exchange service (AdX) through manipulation of related platforms like its publisher ad server and ad-buying tools. As a result, competitors faced increased costs and reduced revenue opportunities, effects that may ultimately have been passed on to consumers in the form of higher prices for online services. Regulators have ordered Google to cease these “self-preferencing” practices and implement clear changes within 60 days to resolve the conflicts of interest that exist across the “adtech” supply chain. Failure to do so could prompt the Commission to pursue stronger remedies, including forcing Google to divest parts of its ad tech business.

The Commission’s investigation found that, since 2014, Google intentionally gave preference to its own advertising exchange service (AdX) through manipulation of related platforms like its publisher ad server and ad-buying tools.

Google’s Response and Appeal

Google, through Lee-Anne Mulholland, its Vice President and Head of Regulatory Affairs, announced plans to appeal the decision. The company argues the fine is unjustified and warns the mandated changes could make it harder for thousands of European businesses to generate revenue. Mulholland emphasized that Google provides valuable services to both buyers and sellers of advertising, and noted that there are now more alternatives to Google’s ad tech offerings than ever.

Context: Broader Regulatory Pressure

This fine comes amid heightened transatlantic tensions, with U.S. President Donald Trump criticizing the EU’s actions and threatening possible retaliatory trade measures. It also follows previous record fines—most notably the €4.34 billion penalty Google received in 2018 for abusing dominance through its Android platform.

Earlier in the same week, Google was also hit by French authorities with a €325 million fine over failing to obtain valid user consent for advertising cookies and for inserting unsolicited ads into Gmail users’ emails. Google’s ongoing disputes with European regulators reflect increasing pressure on major tech firms to respect privacy and competition laws in the EU.

This summary provides the context, core reasons, regulatory statements, Google’s response, and the broader landscape surrounding these landmark antitrust and privacy fines.

Links

• Commission fines Google €2.95 billion over abusive practices in online advertising technology – EU Commission
• Sell pre-owned Goodle device online – iGotOffer

EU hits Google with €2.95 billion fine over abusive online advertising practices | DW News [Video]

Video uploaded by DW News on September 5, 2025.