Alphabet’s Google was just hit with a €2.95 billion (US$ 3.45 billion) European Union antitrust fine ast 5 September for anti-competitive practices in its adtech business. This is the fourth major penalty Google has faced in its decade-long fight with EU regulators.
The European Commission said Google favored its own online display services, giving its ad exchange, AdX, a central role in the adtech supply chain.
This self-preferencing allowed Google to charge higher fees while disadvantaging competitors and online publishers.
The Commission said Google’s market power has been abused since 2014.
The Commission ordered Google to halt self-preferencing practices and resolve inherent conflicts of interest. The company has 60 days to report compliance plans and another 30 days to implement them.
The EU also signaled that divestiture could be required if Google fails to propose effective remedies.
"Digital markets exist to serve people and must be grounded in trust and fairness," said EU Commissioner Margrethe Vestager. "When markets fail, public institutions must act to prevent dominant players from abusing their power."
U.S. President Donald Trump called the fine "unfair" and "discriminatory" on Truth Social.
He warned he might launch a Section 301 trade investigation to nullify the penalties. Section 301 of the Trade Act of 1974 allows the U.S. to penalize foreign countries engaging in acts deemed "unjustifiable" or burdensome to American commerce.
"We cannot let this happen to brilliant and unprecedented American ingenuity," Trump said. "If it does, I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these taxpaying American companies."
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