nance. Regulators say Google has repeatedly crossed that line. The Four Landmark Cases Against Google Google Shopping (2017) – €2.42 billion Found guilty of self-preferencing its shopping service in search results. Rivals were pushed down the page, hurting consumer choice. Android (2018) – €4.34 billion The largest EU fine ever. Google forced phone makers to pre-install Google Search & Chrome for Play Store access. AdSense (2019) – €1.49 billion Google restricted third-party sites from showing rival search ads. Regulators said this locked competitors out of online ads. AdTech (2025) – €2.95 billion The latest case focused on Google’s control of the digital ad supply chain. EU said Google unfairly favored its AdX exchange, creating a conflict of interest. Why the EU Keeps Pushing Back Not just about money – Fines are small compared to Alphabet’s profits (over $28B quarterly). Behavioral remedies – In the latest case, regulators ordered Google to stop self-preferencing and hinted at possible breakups of its business units. Setting global standards – For Brussels, these cases aren’t just about Google; they’re about shaping rules for digital markets worldwide. EU Competition Commissioner Teresa Ribera stated during the AdTech ruling: “Google abused its dominant position, harming publishers, advertisers, and consumers. This behavior is illegal under EU antitrust rules.” The Geopolitical Angle US officials often see these rulings as anti-American corporate targeting. Former US President Trump even threatened retaliatory tariffs after the 2025 fine. The dispute highlights how tech regulation and global trade politics are now linked. Google’s Response Google consistently denies wrongdoing, arguing that its services create value for users and businesses. “This fine is unjustified and will harm thousands of European businesses,” said Lee-Anne Mulholland, Google’s global head of regulatory affairs. What’s Next for Google? 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 on the table. 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 not illegal — abusing that dominance is. Google may continue to appeal, but Europe’s relentless pressure shows that regulators want more than fines; they want lasting changes to how Big Tech competes.