Alphabet’s Google was hit with a 2.95-billion-euro ($3.45 billion) European Union antitrust fine on Friday for anti-competitive practices in its lucrative adtech business, a sharp sanction that riled up U.S. President Donald Trump.
The fine, the fourth penalty Google has faced in its decade-long fight with EU competition regulators, follows bubbling trade tensions between major global powers and U.S. threats of retaliation over EU scrutiny of American tech firms.
Trump said in a post on Truth Social that the action was “unfair” and “discriminatory” and later told reporters he will take the matter up with the EU directly.
“We cannot let this happen to brilliant and unprecedented American Ingenuity and, if it does, I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these Taxpaying American Companies,” Trump said.
Section 301 of the Trade Act of 1974 allows the United States to penalize foreign countries that engage in acts that are “unjustifiable” or “unreasonable,” or burden U.S. commerce.
The European Commission’s action was triggered by a complaint from the European Publishers Council. Trump, who has hit Europe with trade tariffs, has threatened to retaliate against the EU for any pushback against Big Tech.
“I will be speaking to the European Union,” Trump told reporters at the White House on Friday.
While Google plans to appeal, the Commission has warned of stronger remedies – including potential divestitures – if the company fails to address its conflicts of interest. The case underscores growing transatlantic friction over digital market regulation and the EU’s push to rein in dominant platforms.
The EU competition enforcer had originally planned to hand out the fine on Monday but opposition from EU trade chief Maros Sefcovic on concerns about the impact on U.S. tariffs on European cars derailed EU antitrust chief Teresa Ribera’s plan.
The Commission said Google favoured its own online display technology services that reinforced its own ad exchange AdX’s central role in the adtech supply chain and allowed Google to charge high fees for its service, to the detriment of rivals and online publishers.
Google has abused its market power since 2014 until today, the EU watchdog said.
It ordered Google to stop the self-preferencing practices and take measures to cease its inherent conflicts of interest. The company has 60 days to inform the Commission how it plans to comply with this order, and another 30 days to do so.
The Commission reiterated its preliminary view that Google should divest part of its services but said it wants to first hear and assess Google’s compliance efforts, confirming a Reuters story last year.
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Source: Google hit with $3.45 billion EU antitrust fine over adtech practices
It is good to see that at least the EU has the guts to do something about these monopolistic practices.
See also: EU Google antitrust penalty halted by low level commissioner amid Trump’s tariff threats
Judge who ruled Google is a monopoly says no need for punishment.
The worst possible antitrust outcome – unless you are Google
Robin Edgar
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