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📍 Brussels, 5 September 2025 — The European Commission has imposed a €2.95 billion antitrust fine on Google for abusing its dominant position in the digital advertising technology sector. The penalty marks the fourth major EU sanction against the tech giant in the past decade.
The Commission found that Google systematically favored its own ad exchange, AdX, over rival services by leveraging its control of key adtech tools, including its publisher ad server and programmatic ad buying platforms. These practices, in place since at least 2014, were deemed to distort competition and harm advertisers, publishers, and consumers across the European Economic Area.
EU Competition Commissioner Teresa Ribera stated, “Digital markets must be grounded in trust and fairness. When dominant players abuse their power, public institutions must act.” Google has been ordered to end its self-preferencing behavior and address conflicts of interest within 60 days. Structural remedies, including potential divestitures, remain under consideration.
The decision comes amid heightened trade tensions between the EU and the U.S., with President Donald Trump warning of retaliatory tariffs in response to regulatory actions targeting American tech firms.
Google has announced plans to appeal the ruling, calling the fine “unjustified” and warning that the mandated changes could negatively impact European businesses.
