Why EU keeps slapping Google with multi-billion fines, from search to ads
September 8, 2025 Dubai
Why the EU Keeps Hitting Google with Multi-Billion Fines
The EU has fined Google over €11.2 billion since 2017 for abusing dominance in search, Android, ads, and AdTech. Here’s what’s behind the penalties.
Brussels vs. Google: A Decade of Antitrust Battles
No tech giant has faced more antitrust scrutiny in Europe than Google. Over the past decade, the EU has imposed fines totaling €11.2 billion, accusing the company of using its dominance in search, mobile, and digital ads to stifle competition. At the heart of these cases is Article 102 of the Treaty on the Functioning of the EU (TFEU), which prohibits abuse of market dominance. Regulators say Google has repeatedly crossed that line.
The Four Landmark Cases
Google Shopping (2017) – €2.42B
Google was found guilty of self-preferencing its shopping service in search results, pushing rivals down and limiting consumer choice.
Android (2018) – €4.34B
The largest EU fine ever. Google forced phone makers to pre-install Google Search and Chrome for Play Store access, restricting competition.
AdSense (2019) – €1.49B
Google limited third-party sites from displaying rival search ads, locking competitors out of the online advertising market.
AdTech (2025) – €2.95B
Focused on Google’s control over the digital ad supply chain. Regulators said Google favored its own AdX exchange, creating conflicts of interest.
Why the EU Keeps Pushing Back
Behavioral remedies over money – Fines are small relative to Alphabet’s quarterly profits (over $28B). The EU is demanding structural and behavioral changes, including stopping self-preferencing and hinting at possible business breakups.
Setting global standards – These cases shape the rules for digital markets worldwide. EU Competition Commissioner Teresa Ribera said: “Google abused its dominant position, harming publishers, advertisers, and consumers. This behavior is illegal under EU antitrust rules.”
The Geopolitical Angle
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 tech regulation and global trade politics.
Google’s Response
Google consistently denies wrongdoing. Lee-Anne Mulholland, global head of regulatory affairs, stated: “This fine is unjustified and will harm thousands of European businesses.”
What’s Next
Appeals ongoing – Google is contesting all four fines, and EU court rulings could reshape antitrust law for digital markets.
Structural remedies possible – Breakups or divestments could be considered.
Global ripple effect – Regulators in the US, UK, and Canada are also investigating Google’s ad dominance.
Bottom Line
The EU’s message is clear: being dominant is legal, but abusing that dominance is not. 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.
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