US EditionGoogle Hit by Fresh EU Antitrust Probe over Search Ads Pricing, Bloomberg News Reports
The EU suspects Google of artificially raising ad auction prices, risking fines up to 10% of global sales while investigating its dominance in online advertising markets.
- On Feb. 9, the European Commission opened a fresh antitrust probe into Google over suspected rigging of search ad costs, Bloomberg reported a Feb. 9 letter showing regulators suspect the Alphabet unit is `artificially increasing the clearing price` of ad auctions.
- EU regulators are probing whether Google unfairly demotes news results and Brussels-based EU watchdogs asked market participants about Google's dominance in online ads.
- Brussels-Based regulator sent information requests to market participants, while Google said Search ads help small businesses and prices are set by real-time auctions based on competition and quality.
- The European Commission warned that, if proven, the suspected conduct could trigger fines up to 10% of global annual sales, adding to the €9.5 billion EU fines tally.
- While the probe is early, Competition Commissioner Teresa Ribera may formally announce it in the near future, and Google faces a six-month deadline under the Digital Markets Act.
22 Articles
22 Articles
EU reportedly opens another probe into Google's ads pricing
The European Commission has opened a new probe into Google, this time focused on the company's massive online advertising business, Bloomberg reports. European Union regulators have already fined Google billions for violating the Digital Markets Act, and being found guilty of anticompetitive behavior in online advertising could add to that total.While the Commission has yet to announce a formal investigation, Bloomberg writes that it has started…
Brussels opened a preliminary investigation against Google, suspected of artificially inflating the prices paid by advertisers on its search engine. This practice, if proven, could violate EU competition rules and result in a colossal fine, in addition to the EUR 9.5 billion already imposed on the US giant in the past for various infringements.
Bloomberg: Google Hit by EU Antitrust Probe Over Search Ads Pricing
Bloomberg: Google Hit by EU Antitrust Probe Over Search Ads Pricing. “Google, the target for billions of euros in European Union antitrust fines, has been hit by a fresh EU probe over concerns it’s illegally rigging the cost of advertising on its search engine.”
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