The European Commission has imposed a €2.95 billion (approximately $3.5 billion) fine on Google for anticompetitive practices in the digital advertising technology (ad tech) sector. The decision, announced on September 5, 2025, found that Google abused its dominant market position by favoring its own ad tech services, thereby distorting competition.
The Commission's investigation, which began in June 2021, concluded that Google systematically favored its ad exchange, AdX, and its ad buying tools, Google Ads and DV360. This preferential treatment included informing AdX in advance of competing bids and directing Google Ads to predominantly bid on AdX, even when superior options might have been available elsewhere. Regulators stated these actions reinforced AdX's central role and allowed Google to charge higher fees.
Google has been ordered to cease these "self-preferencing practices" and implement measures to resolve inherent conflicts of interest within its ad tech supply chain. The company has 60 days to present a compliance plan, with the possibility of more stringent remedies, including a forced divestiture of parts of its ad tech business, if its proposals are deemed insufficient.
This ruling marks the fourth major antitrust fine levied against Google by the European Union. It follows previous penalties, including a €4.12 billion fine in 2018 for violations related to its Android operating system. The EU's action aligns with ongoing antitrust scrutiny from the U.S. Department of Justice, which has also pursued legal action against Google for monopolistic practices in the ad tech market. A U.S. court recently found Google to have violated antitrust law by monopolizing open-web digital advertising markets, though the company avoided a court-ordered breakup in that instance.
Google has stated its disagreement with the European Commission's decision. Lee-Anne Mulholland, Google's Global Head of Regulatory Affairs, called the fine "unjustified" and asserted that the required changes would negatively impact European businesses. The company has announced its intention to appeal the ruling.