Google hit with $3.5 billion fine from European Union in ad-tech antitrust case

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🗞️ Driving the news: The European Union has fined Google €2.95 billion ($3.5 billion) for abusing its dominant position in the online advertising market. The European Commission found that Google unfairly favored its own ad services — AdX and DFP — over rivals, distorting competition and harming publishers and advertisers
• Google (see sustainability performance) now has 60 days to propose remedies or face stronger structural penalties, including a potential forced sale of parts of its ad-tech business

🔭 The context: This is the fourth multibillion-euro fine imposed on Google by the EU since 2017, as part of its ongoing campaign to rein in Big Tech’s market dominance
• The decision follows a formal investigation launched in 2021 and charges brought in 2023
• EU regulators argue that previous penalties have failed to stop Google’s anti-competitive behavior, prompting calls for deeper structural reforms
• The fine also arrives amid escalating tensions between the EU and the U.S. over digital policy and trade

🌍 Why it matters for the planet: A fair and open digital advertising market is critical for funding online content, including environmental journalism and public-interest media
• Google's practices reportedly reduced revenues for publishers, potentially undermining independent voices on sustainability issues
• The case sets a precedent for holding digital giants accountable, which could influence future tech regulation aligned with broader governance, transparency, and fairness goals.

⏭️ What's next: The European Commission will evaluate Google’s proposed changes over the next two months, with structural remedies — including divestitures — still on the table
• A parallel U.S. Department of Justice case targeting the same ad-tech services is moving into its penalty phase this month
• With scrutiny also increasing in the UK and Canada, Google faces mounting international pressure that could reshape its global advertising business model and regulatory landscape

💬 One quote: “Only a break-up will fix Google’s monopoly... If Europe’s enforcers flinch on a break-up in the end, Google will rightly chalk a fine up as a win.” – Cori Crider, Future of Technology Institute

📈 One stat: Google earned $28.2 billion in revenue in Q2 2025—making the $3.5 billion fine less than 13% of a single quarter’s income

See on illuminem's Data Hub™ the sustainability performance of Google and its peers Meta, Amazon, and Microsoft

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