The European Commission has once again taken aim at Google, this time handing the tech giant a €2.95 billion fine (about $3.5 billion) for antitrust violations in its advertising business. Regulators in Brussels concluded that Google unfairly favored its own ad exchange, AdX, within its publisher ad server and its ad-buying tools — effectively tilting the playing field in a market where the company already holds significant power.
The ruling gives Google 60 days to stop the practices and to restructure how it manages conflicts of interest in the adtech supply chain. Teresa Ribera, the Commission’s executive vice president for clean, just and competitive transition, did not mince words: “Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies. Digital markets exist to serve people and must be grounded in trust and fairness.”
A Familiar Battle
This is not the first time the EU has targeted Google. The latest fine ranks as the second-largest antitrust penalty ever imposed by the bloc, trailing only the €4.3 billion ($5 billion) ruling in 2018 over Android. Brussels has repeatedly clashed with Google over how it leverages its dominant position across various digital markets — from shopping results to mobile operating systems and now digital advertising.
The timing of the announcement raised eyebrows. According to reports, it was originally scheduled for September 1 but was delayed amid sensitive trade discussions between the EU and the United States. That backdrop has added a layer of political tension to what is already a complex transatlantic dispute over the regulation of big tech.
Google Pushes Back
Unsurprisingly, Google said it would appeal the Commission’s decision. A company spokesperson argued that the advertising market is more competitive than ever, with plenty of alternatives available to buyers and publishers. “There’s nothing anticompetitive in providing services for ad buyers and sellers,” the spokesperson told The Wall Street Journal.
The pushback found a powerful ally in Washington. U.S. President Donald Trump publicly blasted the fine on Truth Social, portraying it as an attack on American companies. He pointed to “many other Fines and Taxes” levied against firms like Apple and hinted at possible retaliation under Section 301 trade measures. Later, at a White House dinner attended by Google CEO Sundar Pichai and co-founder Sergey Brin, Trump praised the company’s innovation in AI while lamenting Europe’s regulatory stance.
Split Fortunes Across the Atlantic
Interestingly, Google’s fortunes looked brighter in the U.S. just as the EU ruling came down. A federal judge recently agreed with the Department of Justice that Google had illegally maintained a search monopoly, but the remedies ordered were far less severe than prosecutors had sought. Proposals to spin off Chrome or even Android were dismissed, sparing Google from what could have been an existential restructuring of its core businesses.
What Comes Next
The coming months will be critical. If Google fails to present an acceptable remedy to EU regulators, harsher penalties could follow, potentially reshaping its lucrative adtech operations across Europe. At the same time, the political ripple effects — from trade negotiations to Trump’s threat of countermeasures — ensure that the dispute is no longer just about digital advertising. It has become a flashpoint in the broader debate over how far governments should go in policing the power of America’s tech giants.
