Google to face ‘modest’ EU antitrust fine over alleged anti-competitive practices: Report

Google is expected to face a modest EU antitrust fine in the coming weeks over alleged anti-competitive practices in its adtech business, according to Reuters, quoting sources close to the matter. 

This follows a four-year investigation triggered by a complaint from the European Publishers Council. Charges in 2023 accused Google of favouring its own advertising services over competitors. 

Former EU antitrust executive vice president Margrethe Vestager has previously issued large penalties to Google, including US$5 billion (€4.3 billion) in 2018 due to Android dominance, US$2.8 billion (€2.42 billion) in 2017 for a price comparison service, and US$1.7 billion (€1.49 billion) in 2019 towards AdSense platform dominance.

However, new EU antitrust chief Teresa Ribera appears to favour ending anti-competitive practices rather than imposing heavy fines. The expected fine for Google is not expected to require the divestiture of adtech assets, such as DoubleClick for Publishers or AdX. 

Google disputes the EU’s interpretation of the adtech market, emphasising that publishers and advertisers have a choice. As of 2024, Google’s advertising revenue equated to US$264.6 billion, 75.6% of total revenue. 

In May of this year, the US Department of Justice (DOJ) called for Alphabet, Google’s parent company, to sell its key adtech products after a federal judge recently ruled that the tech giant had illegally monopolised the online advertising market through acquisitions.

A trial, scheduled by US District Judge Leonie Brinkema, will take place in September 2025 to determine the remedies for Google’s dominance in the adtech space.  

Google has offered alternative remedies like behavioural fixes, including limited data sharing, ending certain pricing tactics, and oversight by a court-appointed monitor.

Separately, Federal District Judge Amit Mehta is expected to soon issue a ruling on remedies in Google’s search antitrust case.