The European Commission has fined Google €2.95 billion, accusing it of violating antitrust rules and distorting competition in the advertising technology sector. The decision was announced today by the Commission in an official statement.
According to the European authorities, Google has applied self-preferential practices and has not eliminated conflicts of interest along the advertising technology supply chain. The Commission ordered the American giant to immediately stop these practices and implement measures that guarantee an open and competitive market. However, according to unconfirmed media reports, EU Trade Commissioner Maroš Šefčovič has opposed the fine in recent days, proposing its suspension.
Google's response came shortly after the decision was announced. In a press release, Lee-Anne Mulholland, Google's vice president and global head of regulatory affairs, said:
“The European Commission’s decision on our ad tech services is wrong and we will appeal it. It imposes an unjustified fine and requires changes that will harm thousands of European companies, making it harder for them to generate profits. There is nothing anti-competitive about it.”
This is one of the largest fines ever imposed by the European Union against a US technology company. The case is expected to have far-reaching consequences for the digital advertising market and for the relationship between European institutions and Silicon Valley giants.
