The European Commission has imposed a fine of 2.95 billion euros on Google for abusive practices in the digital advertising sector (adtech). The European authority accuses the American multinational of systematically favoring its own advertising platforms at the expense of competitors, publishers, and advertisers across Europe.
The decision, announced on September 5, 2025, in Brussels, marks a new chapter in the long-standing battle between the EU and tech giants.
The core of the case: a closed ecosystem
According to the investigation, Google allegedly exploited its dominant position in two key markets:
- Ad servers for publishers (publisher ad servers), with its DFP (DoubleClick for Publishers) service.
- Tools for programmatic ad buying on the open web, with Google Ads and DV360.
The issue lies in how these components mesh within the advertising machinery. Brussels claims that, at least since 2014 to the present, Google exploited its dominance to favor its own Ad Exchange (AdX):
- It would pre-notify AdX about the highest competing bid value, making it easier for its platform to win the auction.
- It favored AdX through its own purchasing tools (Google Ads and DV360), which avoided competing in alternative ad exchanges.
This dual strategy reinforced AdX’s central role in the advertising supply chain and allowed Google to collect high commissions, limiting choices for publishers and advertisers alike.
Reactions: an appeal is underway
The European Commission has demanded that Google immediately cease these practices and submit within 60 days concrete measures to address the conflicts of interest. Among options on the table is the possibility of mandatory divestitures in parts of its advertising business, an unprecedented measure in Europe to date.
The company has already announced its intention to appeal. In a statement, Google argued that its advertising services are competitive and beneficial for publishers and advertisers, and described the fine as “unjustified”.
A pattern of recurring fines
This is not the first time Brussels has penalized Google. In 2018, the company received a record fine of €5.04 billion for compelling Android device manufacturers to preinstall its apps. With this new fine, the total penalties in the EU exceed €10 billion in just over a decade.
Teresa Ribera, Executive Vice President for the European Commission’s Green, Fair, and Competitive Transition, was firm:
“Today we demonstrate that Google abused its dominant position in adtech, harming publishers, advertisers, and consumers. This behavior is illegal. If no serious remedy is proposed, we will not hesitate to impose structural measures. Digital markets must serve the people and be based on trust and fairness.”
Global implications
The European resolution comes just weeks before the commencement of a U.S. trial on remedies against Google in advertising, scheduled for September 22, 2025. The coincidence of diagnoses — abuse of dominant position both in the EU and the U.S. — increases international pressure on the company.
In Europe, the fine is based on Article 102 of the Treaty on the Functioning of the European Union (TFEU), which prohibits abuse of a dominant market position. This article does not penalize mere dominance but addresses its abusive exploitation to restrict competition.
What’s next?
Google must inform Brussels of its proposed measures by November 2025. If Brussels finds these measures insufficient, it can impose further remedies, which may range from behavioral restrictions to the forced sale of entire divisions of its advertising business.
Meanwhile, any company or individual affected by these practices can seek damages through national courts. Under European law, the Commission’s decision is binding evidence that the conduct occurred and was illegal.
Frequently Asked Questions
1. What does “adtech” mean?
It refers to the set of technologies that enable real-time management of digital advertising buying and selling, including ad servers, ad exchanges, and automated bidding tools.
2. How does this fine affect Google practically?
For now, it’s a financial penalty. However, if Google fails to comply with Brussels’s demands, it may face structural measures, such as the sale of parts of its advertising business in Europe.
3. What’s the difference between the European and U.S. approaches?
The EU tends to favor hefty sanctions and increasingly leans toward structural remedies. The U.S., though recognizing monopolistic behavior by Google, has shown more reluctance to enforce deep changes to its business model.
4. Can a publisher or advertiser claim damages?
Yes. Anyone harmed may seek compensation through national courts, supported by the Commission’s decision as proof that Google acted illegally.
via: European Union