The European Union (EU) has fined Google €2.95 billion ($3.45 billion) – about #5.3 trillion – on Friday, September 5, for abusing its dominance in the adtech sector, marking the fourth significant antitrust penalty against the tech giant.
The European Commission found that Google unfairly favoured its own ad exchange (AdX), allowing it to charge high fees and stifle competition from rivals and publishers.
The case, triggered by a complaint from the European Publishers Council, has sparked transatlantic tensions, with U.S. President Donald Trump calling the fine “unfair” and threatening trade retaliation under Section 301 of the Trade Act.
Google has, however, decided to appeal, arguing the decision is unjustified and harmful to European businesses. But the Commission warned that more potent remedies—including potential divestitures—could follow if Google fails to resolve its conflicts of interest within the given timeline.
The fine adds to Google’s growing legal troubles, including an upcoming U.S. trial over alleged monopolies in online advertising.
Critics argue that only a breakup of Google’s adtech operations can restore fairness and protect media companies that rely on advertising revenue.