The European Commission has launched a new investigation against Google, this time focusing on the company’s huge online advertising business. bloomberg Report. EU regulators have already fined Google billions for violating the Digital Markets Act, and the fine could increase if it finds it guilty of anti-competitive behavior in online advertising.
Although the Commission has not yet announced a formal investigation, bloomberg Writes that it has begun contacting Google’s customers and competitors for information about its dominance in several online advertising markets. Regulators are particularly concerned that Google could “artificially inflate the clearing price” of ad auctions “to the detriment of advertisers.” If the company is found to be in violation of EU competition rules, Google could be fined 10 percent of its global annual sales.
Google’s approach to advertising to minors was reportedly already being investigated by the European Union until December 2024, and in addition to the fine, regulators have ordered the company to open up Android to competing AI assistants and share search data with rivals. In the US, there is also precedent for Google’s approach to online advertising being considered anti-competitive.
A US federal judge found Google to be a monopolist in online advertising in April 2025, the conclusion of a legal battle that began with a Justice Department lawsuit that accused the company of dominating the advertising market and using its control to overcharge and keep a larger share of ad sales. The DOJ ultimately wants Google to sell its ad tech business, but has not made a final decision on how to fix the company’s anti-competitive behavior.
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