Overview

• EU regulators concluded Google abused dominance across the online advertising stack by running buying, selling and intermediary services and by favoring its own marketplace since 2014.
• The decision orders Google to end self-preferencing and submit a compliance plan within 60 days, with the Commission warning that structural measures, including divestiture, remain possible if proposals fall short.
• Google called the ruling wrong, said the fine is unjustified and confirmed it will appeal the Commission’s decision.
• U.S. President Donald Trump denounced the penalty as very unfair and said he would consider a Section 301 trade investigation that could lead to tariffs.
• The case extends years of EU enforcement against Google—adding to roughly €8 billion in prior fines—and aligns with parallel U.S. antitrust scrutiny of the company’s ads business.