Alphabet Google Fined €2.95 Billion by EU for AdTech Self-Preferencing

The European Commission has fined Google LLC, a subsidiary of Alphabet Inc., €2.95 billion ($3.45 billion) for violating EU antitrust laws by engaging in self-preferencing practices within its advertising technology business. The investigation found that Google unfairly favored its own ad exchange platform, allowing it to charge higher fees and disadvantage competitors and publishers. Google has been ordered to cease these practices and propose remedies within 60 days, with the possibility of more severe measures such as divestitures if the solutions are deemed insufficient. Google plans to appeal the decision, arguing that the fine is unjustified and that the changes would harm European businesses. Meanwhile, U.S. President Donald Trump had previously threatened retaliatory measures against the EU for targeting American tech firms, highlighting the geopolitical tensions underlying the case. EU regulators emphasize the need for fair competition and a level playing field in digital markets to protect consumers and businesses.