Alphabet's Google Faces EU Antitrust Fine Over Adtech Practices

Alphabet's Google is expected to receive a modest antitrust fine from European regulators inthe coming weeks over allegations of anti-competitive behavior in its adtechbusiness, according to Reuters, The move comes after a four-year probe by the EuropeanCommission, which began following a complaint from the European Publishers Council andescalated into formal charges in 2023.

The Commission accuses Google of giving preference to its own advertising services at theexpense of rivals. While past EU competition chiefs have levied multibillion-euro penaltiesthe incoming approach from the new antitrust chief Teresa Ribera signals a shift inenforcement priorities, Per Reuters, Ribera is more focused on ending harmful practicesrather than imposing record-breaking fines, marking a departure from her predecessorMargrethe Vestager's reliance on punitive measures.

Google has previously pushed back on the charges, The company pointed to a 2023 blocpost criticizing what it described as the Commission's flawed interpretation of the onlineadvertising market, arguing that both advertisers and publishers enjoy significant choice.