EU Hits Google with $3.45 Billion Fine Over Adtech Practices
Alphabet’s Google has been fined US$3.45 billion (around 110 billion baht) by the European Commission for alleged unfair business practices in its advertising technology operations, according to Reuters. The ruling, announced on Friday, September 5, comes amid growing scrutiny of Big Tech companies’ dominance over digital advertising markets.
Former U.S. President Donald Trump quickly reacted on Truth Social, labeling the decision “unfair” and “discriminatory.” He told reporters that he intends to raise the matter directly with the European Union.
“We cannot let this happen to brilliant and unprecedented American Ingenuity and, if it does, I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these Taxpaying American Companies,” Trump said.
Google Announces Appeal
Google confirmed that it will appeal the EU decision. The company argues that the ruling mischaracterizes its services, and that there are numerous alternative solutions available for ad buyers and sellers.
“The European Commission’s decision about our ad tech services is wrong and we will appeal,” said Lee-Anne Mulholland, Google’s vice president and global head of regulatory affairs.
“It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money. There’s nothing anticompetitive in providing services for ad buyers and sellers, and there are more alternatives to our services than ever before.”
The European Commission, however, has warned that stronger measures could follow if Google fails to resolve conflicts of interest, including potentially forcing the company to divest parts of its adtech business.
European Publishers Warn Fines Alone Are Insufficient
The European Publishers Council expressed disappointment that the ruling stopped short of ordering structural changes. Executive director Angela Mills Wade warned that fines alone would not solve Google’s abuse of its dominant position.
“A fine will not fix Google’s abuse of its adtech,” she said.
“Without strong and decisive enforcement, Google will simply write this off as a cost of business while consolidating its dominance in the AI era, perpetuating unfair competition and weakening news media and publishing companies which rely on advertising revenues.”
This sentiment underscores concerns that continued dominance by Google in digital advertising threatens media diversity and the financial sustainability of news organizations in Europe.
Historical Context and Regulatory Tensions
This is not the first time Google has faced scrutiny in Europe. The company has faced multiple antitrust investigations and fines, including prior cases related to search, Android, and shopping services. The adtech ruling reflects a broader European effort to regulate Big Tech, ensure fair competition, and protect businesses and consumers from monopolistic practices.
The verdict has also reignited discussions in the U.S. over transatlantic regulatory conflicts. Trump’s comments suggest potential trade-based responses, such as invoking Section 301 investigations to challenge EU fines on American companies.
Meanwhile, Google’s appeal could prolong legal proceedings, potentially delaying implementation of remedies and allowing the company to continue operating its adtech services under current structures.
Impact on European Businesses
For European advertisers and publishers, the ruling could signal both opportunity and uncertainty. While stricter enforcement may curb unfair practices over time, critics argue that a fine without structural changes will not prevent Google from maintaining its competitive advantage.
“We need decisive action,” added Mills Wade.
“If the EU does not act beyond the fine, Google will continue to consolidate power while European media and publishers struggle to compete.”
The case highlights the global tension between regulating tech giants and supporting innovation, and it will likely shape policy debates in Europe, the U.S., and beyond.