Why the EU Keeps Hitting Google with Multi-Billion Fines
<p><strong>Brussels vs. Google: A Decade of Antitrust Battles</strong></p><p>No tech giant has faced more <strong>antitrust scrutiny in Europe</strong> than Google. Over the past decade, the EU has imposed fines totaling <strong>€11.2 billion</strong>, accusing the company of using its dominance in search, mobile, and digital ads to stifle competition. At the heart of these cases is <strong>Article 102 of the Treaty on the Functioning of the EU (TFEU)</strong>, which prohibits abuse of market dominance. Regulators say Google has repeatedly crossed that line.</p><h3>The Four Landmark Cases</h3><p><strong>Google Shopping (2017) – €2.42B</strong><br>Google was found guilty of <strong>self-preferencing</strong> its shopping service in search results, pushing rivals down and limiting consumer choice.</p><p><strong>Android (2018) – €4.34B</strong><br>The largest EU fine ever. Google forced phone makers to pre-install <strong>Google Search and Chrome</strong> for Play Store access, restricting competition.</p><p><strong>AdSense (2019) – €1.49B</strong><br>Google limited third-party sites from displaying rival search ads, locking competitors out of the online advertising market.</p><p><strong>AdTech (2025) – €2.95B</strong><br>Focused on Google’s control over the digital ad supply chain. Regulators said Google <strong>favored its own AdX exchange</strong>, creating conflicts of interest.</p><h3>Why the EU Keeps Pushing Back</h3><p><strong>Behavioral remedies over money</strong> – Fines are small relative to Alphabet’s quarterly profits (over $28B). The EU is demanding <strong>structural and behavioral changes</strong>, including stopping self-preferencing and hinting at possible business breakups.</p><p><strong>Setting global standards</strong> – These cases shape the rules for digital markets worldwide. EU Competition Commissioner Teresa Ribera said: <i>“Google abused its dominant position, harming publishers, advertisers, and consumers. This behavior is illegal under EU antitrust rules.”</i></p><h3>The Geopolitical Angle</h3><p>US officials often view EU fines as targeting American tech. Former President Trump even threatened retaliatory tariffs after the 2025 ruling, highlighting the intersection of <strong>tech regulation and global trade politics</strong>.</p><h3>Google’s Response</h3><p>Google consistently denies wrongdoing. Lee-Anne Mulholland, global head of regulatory affairs, stated: <i>“This fine is unjustified and will harm thousands of European businesses.”</i></p><h3>What’s Next</h3><p><strong>Appeals ongoing</strong> – Google is contesting all four fines, and EU court rulings could reshape antitrust law for digital markets.</p><p><strong>Structural remedies possible</strong> – Breakups or divestments could be considered.</p><p><strong>Global ripple effect</strong> – Regulators in the US, UK, and Canada are also investigating Google’s ad dominance.</p><h3>Bottom Line</h3><p>The EU’s message is clear: <strong>being dominant is legal, but abusing that dominance is not</strong>. While Google continues to appeal, Europe’s relentless scrutiny signals that regulators want more than fines—they want lasting changes to how Big Tech competes.</p>