Euroopa Komisjon määras Google’ile 2,95 billion euro fine for abusing the advertising technology market

In September 2025, Euroopa Komisjon announced that it had imposed a fine of 2,95 billion euros (approximately 3,45 billion US dollars) on Google for violating European Union competition rules in the digital advertising technology (ad-tech) sector. This is the fourth time the commission has penalized Google for abusing its dominant market position.

Details of the allegations and background to the investigation

A formal investigation into Google's activities in advertising technology was launched by Euroopa Komisjon in June 2021. The investigation was prompted by complaints that Google was stifling competition by favouring its own services.

The commission found that Google had abused its dominant market position since at least 2014, thereby violating Article 102 of the Treaty on the Functioning of the European Union. This article prohibits the abuse of a dominant market position, but not the dominant position itself.

Favoring its own services: Google systematically gave preferential treatment to its own online advertising technology services, particularly its AdX ad exchange. For example, Google's DFP (DoubleClick For Publishers) server provided AdX with advance information about the value of competitors' bids, allowing AdX to adjust its bids accordingly.
Harming competitors: Google's ad-buying tools, such as Google Ads and DV360, directed bids primarily to AdX, bypassing competing ad exchanges. This created artificial advantages in auction processes and harmed competitors, advertisers, and online publishers.
Conflict of interest: Google controls platforms for both ad buyers and sellers (publishers), creating a clear conflict of interest.

The Commission's orders and possible consequences

In addition to the fine, Euroopa Komisjon ordered Google to cease its anti-competitive practices. The company was given 60 days to submit a plan explaining how it intends to end the rule violations. If Google fails to offer satisfactory solutions, the commission has warned of stricter measures, including a possible forced sale, meaning the divestiture of part of its advertising technology business.

Parties’ reactions

Google: The company stated that it disagrees with the decision and intends to appeal it. According to a Google representative, the fine is unjustified, and the required changes would harm thousands of European companies.
United States: US President Donald Trump has previously repeatedly criticized the EU's actions against American technology companies, considering them unfair and threatening countermeasures. This decision could further increase tensions between the US and the EU.

Previous fines and broader context

This is not the first time the European Union has imposed a large fine on Google. Previous significant fines have included:

2017: 2,42 billion euros for favoring its own price comparison service (Google Shopping) in search results.
2018: Rekordilised 4,34 miljardit eurot seoses Androidi operatsioonisüsteemiga, mille kaudu sunniti seadmetootjaid eelistama Google’i rakendusi.
2019: 1,49 billion euros for restricting competitors' activities on the AdSense platform.

To date, Euroopa Komisjon has imposed fines totalling more than 15 billion euros on Google, making it one of the most heavily penalized companies in the history of EU competition rule violations.