EU Slaps Google With $3.45B Antitrust Fine Over Adtech Practices

The European Commission has fined Google €2.95 billion ($3.45 billion) for abusing its dominance in the online advertising technology market, marking the fourth major penalty against the company in a decade-long battle with EU regulators.

The Commission found that since 2014, Google has favored its own ad exchange AdX within the adtech supply chain, charging high fees that disadvantaged rivals and online publishers. Google has been ordered to end self-preferencing and conflicts of interest, with 60 days to present a compliance plan.

EU antitrust chief Teresa Ribera warned that stronger remedies—including a potential breakup—remain on the table if Google fails to make credible changes. “Digital markets exist to serve people and must be grounded in trust and fairness,” Ribera said.

The case has stirred transatlantic tensions. U.S. President Donald Trump blasted the fine as “unfair” and threatened retaliation under Section 301 of the Trade Act of 1974, which allows tariffs on countries that impose “unjustifiable” burdens on U.S. commerce.

Google immediately vowed to appeal, calling the decision “wrong” and arguing it would harm European businesses. “There are more alternatives to our services than ever before,” said Lee-Anne Mulholland, the company’s VP of regulatory affairs.

Critics, including the European Publishers Council, said the fine alone is insufficient. “A fine will not fix Google’s abuse of its adtech,” said executive director Angela Mills Wade, urging a breakup to protect Europe’s struggling media sector.

The penalty follows Google’s previous EU fines: €4.3 billion in 2018, €2.42 billion in 2017, and €1.49 billion in 2019. Meanwhile, Google faces a separate U.S. trial in September after a judge found it holds illegal monopolies in online advertising.

Google’s ad business remains the world’s largest, generating $264.6 billion in 2024, or 76% of Alphabet’s total revenue.