EU Fines Google €2.95 Billion Over Ad Tech Antitrust Violations

European regulators have imposed a €2.95 billion ($3.2 billion) fine on Google. They accuse the company of abusing its dominance in digital advertising technology (ad tech) to stifle competition, writes Courthouse News reporter Yuval Molina Obedman.

According to the European Commission, Google’s dual role as a platform for advertisers and publishers creates conflicts of interest that distort competition and harm market participants across the EU.

The Commission warned that if Google fails to propose adequate remedies, it may impose stronger measures, potentially reshaping the company’s operations within the bloc.

Google has stated it will appeal, calling the decision unjustified and harmful to European businesses.

The enforcement action follows years of scrutiny over Google’s control of multiple layers of the ad tech ecosystem. In 2023, the European Commission issued preliminary charges suggesting divestiture might be required to restore fair competition.

This latest fine also comes amid internal EU tensions. Trade Commissioner Maroš Šefčovič initially blocked the penalty earlier in the week, citing fears of damaging EU-US trade ties in light of threats from Donald Trump to impose tariffs on countries with digital regulations.

Šefčovič’s move drew sharp criticism from European lawmakers. Competition chief Teresa Ribera pressed forward with the penalty, emphasizing the need to protect market fairness.

The Commission has signaled that it could mandate structural changes, including the sale of parts of Google’s advertising technology business, if proposed remedies are deemed insufficient.

The decision gives Google 60 days to propose how it will remedy the identified violations.

European officials noted their findings align with U.S. antitrust actions, where Google is facing parallel litigation over its advertising and search businesses.

This case signals a shift from purely financial penalties toward structural remedies that could reshape how dominant tech firms operate globally. Lawyers should monitor whether EU and US regulators coordinate enforcement measures or go their separate ways in the coming months.