US EditionGoogle Proposes to Change ad Services to Avoid Breakup After EU Antitrust Fine
Google plans immediate ad product changes and greater tool interoperability to resolve EU antitrust claims and avoid breakup, following a €2.95 billion fine, the European Commission said.
- On Friday, Google announced changes to its advertising services to avert the risk of a breakup, two months after Brussels hit the US tech giant with a massive fine.
- The European Commission earlier imposed a €2.95-billion antitrust fine and a 60-day remedy window after finding Google had unfairly favoured its own services.
- The company proposed greater interoperability and publisher controls, including varying minimum prices in Google Ad Manager, while the European Commission confirmed it will analyse whether these measures end self-preferencing and conflicts of interest.
- Political pressure from the US raises stakes for Brussels' decision as President Donald Trump threatened tariffs and Google faces a US federal courts case with closing arguments Monday.
- Brussels' recent enforcement record sets the broader context, with a new probe launched a day before Google's announcement, amid past fines of €4.1 billion and €2.4 billion, says the European Commission.
15 Articles
15 Articles
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Google refuses to breakup in a plan meant to resolve EU sanctions
Google doubled down in its response on Friday to the European Commission’s landmark September decision that found its adtech business breached antitrust rules, by rejecting a breakup of the business — a move that could cause the EU to force a divestiture if left unsatisfied with Google’s remedies. The company did propose product changes in an attempt to address the bloc’s concerns, but argued a “disruptive” breakup “would harm the thousands of E…
Google proposes to change ad services to avoid breakup after EU antitrust fine
Google on Friday announced changes to its advertising services to avert the risk of a breakup, two months after Brussels hit the US giant with a €2.95-billion antitrust fine for favouring its own services.…
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