European Union: European Commission fined Google EUR 2.95 billion for abusing its dominant position in online advertising technology sector

On 5 September 2025, the European Commission fined Google EUR 2.95 billion for abusing its dominant position in the online advertising technology sector. The Commission concluded that, since at least 2014, Google gave preferential treatment to its own ad exchange, AdX, by using its publisher ad server and ad buying tools in ways that disadvantaged competing exchanges. The conduct was found to distort competition in breach of EU antitrust rules. Under the decision, Google must end these practices and address conflicts of interest within its adtech supply chain. The company has 60 days to present its proposed remedies, which the Commission will evaluate to determine whether they adequately resolve the issues. The Commission has indicated that structural measures, including a possible divestment of parts of Google’s adtech services, may be required if behavioural commitments are insufficient. The fine was set in line with EU guidelines, duration of the infringement, the relevant turnover of Google’s adtech services, and the company’s previous record of antitrust breaches. The Commission also noted that affected advertisers and publishers can also bring actions for damages in national courts, where its decision serves as proof of the infringement.