Google fined $3.5 billion by European Union over ad tech practices

Core Viewpoint - The European Union has fined Google €2.95 billion ($3.5 billion) for violating competition rules by favoring its own digital advertising services, marking the fourth antitrust penalty against the company [2][3][4]. Group 1: Regulatory Actions - The European Commission has ordered Google to cease its "self-preferencing practices" and address conflicts of interest in the advertising technology supply chain [3][9]. - Google has been given 60 days to propose measures to resolve these conflicts, with the possibility of divestment still on the table if the Commission is not satisfied with the proposals [9][10]. - The fine follows a formal investigation initiated in June 2021, which concluded that Google abused its dominant position in the ad-technology ecosystem [10]. Group 2: Company Response - Google has stated that the decision is "wrong" and plans to appeal the fine, arguing that the imposed changes could negatively impact thousands of European businesses [3][4]. - The company claims there are more alternatives to its services than ever before, disputing the anticompetitive nature of its practices [11]. Group 3: Broader Context - This fine comes amid ongoing scrutiny of Google in the U.S., where a federal judge found the company had an illegal monopoly in online search but rejected the government's attempt to force the sale of its Chrome browser [8]. - Other jurisdictions, including Canada and Britain, are also investigating Google's digital advertising practices, indicating a broader regulatory challenge for the company [12].