On 5 September, the European Commission fined Google €2.95bn for abusing its dominant position in the advertising technology sector.

The institution criticised the American giant for controlling “too many links” in the online advertising chain: from tools for advertisers and publishers to its own market platform (AdX), where transactions take place. The investigation, opened in 2021, concluded that Google has favoured its AdX platform, distorting competition since at least 2014.

Brussels is now demanding that the company end these practices and remove the conflicts of interest at the heart of its model. Google has 60 days to propose corrective measures. The commission recalls that it had already suggested in June 2023 that a partial divestment of the activities concerned might be the only sustainable solution, but wishes first to hear and assess Google’s proposal.

This decision comes as a trial opens in the United States on 22 September for similar acts. It also comes against the backdrop of a tense political climate. Last week, Donald Trump threatened trade retaliation against countries that regulate the tech giants. On Friday, the US president blasted “Europe’s attack on Google” on Truth Social and warned that punitive tariffs could be unleashed if the European Commission did not drop its fines against Google and Apple.

Google has thus been fined for the third time in a week, after being ordered to pay $425m in damages to nearly 100m American users for violating their privacy and receiving a €325m fine in France. The company nevertheless escaped being forced to sell off its Chrome browser.

This article was originally published in French.