Belgium: Competition Authority opened investigation into Google over alleged abuse of dominant position in online advertising sector

On 27 February 2026, the Belgian Competition Authority (BCA) opened a formal investigation into Google regarding potential infringements of competition rules in the online advertising sector. The investigation follows a preliminary analysis of information and evidence gathered by the Prosecution and Investigation Service on its own initiative. Based on this evidence, the Prosecutor General concluded that there were indications of a possible abuse of a dominant position, potentially violating Article 102 of the Treaty on the Functioning of the European Union (TFEU) and Article IV.2 of the Code of Economic Law (CEL). The investigation also examines potential infringements related to economic dependence under Article IV.2/1 of the CEL. The investigation explores the various intermediation levels where Google operates, connecting advertisers seeking to promote products with publishers wishing to monetise website space. The BCA aims to determine if Google's general terms and conditions for certain intermediation services, including its ad exchange service and ad buying tools (AdX), result in unfair treatment. Such practices are alleged to disadvantage both users and competitors within the digital sector.