EU Delays Google AdTech Fine Awaiting US Car Tariff Reduction

The European Union has delayed issuing an antitrust fine against Google's adtech business amid concerns that the penalty could provoke retaliation from U.S. President Donald Trump, potentially disrupting ongoing trade negotiations between the U.S. and EU. The fine, expected to be modest compared to previous Google penalties, was postponed as part of efforts to secure a trade deal involving the reduction of U.S. tariffs on European cars from 27.5% to 15%, while the EU proposed removing tariffs on U.S. industrial goods. EU antitrust chief Teresa Ribera, who favors resolving anti-competitive practices over heavy fines, was set to announce the sanction but held back following internal questions from EU trade commissioner Maros Sefcovic. Critics, including Germany’s Monopolies Commission, have expressed concern that political considerations are undermining the independence of Europe’s antitrust enforcement. The investigation into Google’s dominance in online advertising, which began in 2021 after complaints about its favoring of its own ad services, remains ongoing. President Trump has repeatedly threatened tariffs and other measures against the EU in response to digital taxes and regulatory actions perceived as targeting American tech companies.