As European regulators prepare to announce potential penalties for Google regarding its online advertising practices, the U.S. Department of Justice is also contemplating structural measures against the tech giant. Following a complaint in June 2023, the European Commission has yet to specify the consequences, raising questions about coordination with U.S. authorities.
The Department of Justice indicated earlier this month that it would present revised proposals in November, with a federal judge expected to make a ruling by August 2025. Analysts suggest that a split of Google may not occur, as the company could prolong legal battles.
However, simultaneous actions from both the EU and the U.S. could exert significant pressure on Google, potentially leading to prolonged legal disputes and impacting investor confidence. The historical context of regulatory conflicts between the U.S. and Europe adds complexity to the situation, especially as both sides begin to align on antitrust philosophies.
European regulators are anticipated to make a decision regarding Google's dominance in advertising technology by the end of 2024. Reports indicate that the Commission may not pursue a breakup, but advocacy for coordinated efforts to effectively manage Google's market influence continues.