Google is expected to receive a modest antitrust fine from the European Commission in the coming weeks over alleged anti-competitive behavior in its adtech business, according to Campaign Asia. The case stems from claims that Google favored its own advertising offerings over rival services.
This development reflects a shift in enforcement strategy under EU antitrust chief Teresa Ribera, who appears to favour behavioral adjustments over large fines or breakups.
Trade Pressures Delay Enforcement
In a surprising twist, the EU has temporarily delayed this antitrust sanction in coordination with ongoing trade discussions with the U.S. Adtech penalties were set to be announced but were postponed amid concerns about upsetting broader diplomatic negotiations. The delay underscores the tension between regulatory autonomy and international diplomacy.
A Shift in Enforcement Style
The penalty, though expected to be considerably smaller than previous EU fines, represents a new direction under Ribera’s leadership. Instead of demanding divestitures of entities like DoubleClick or AdX, the Commission is focused on steering Google toward fairer conduct. This approach aims to achieve long-term change while avoiding violent disruption of the digital economy.
Broader Regulatory Landscape
The adtech case unfolds against a backdrop of other major regulatory challenges facing Google. In the U.S., the Department of Justice has declared that Google illegally monopolizes the adtech market and is seeking structural remedies. Meanwhile, EU antitrust enforcers continue probing other areas of Google’s dominance.
