Anticipated EU Fine for Google Under New Tech Regulations
BRUSSELS — In the coming months, Alphabet’s Google is poised to confront its inaugural sanction under the groundbreaking new regulations established by the European Union, as the European Commission currently drafts its impending decision, according to three sources familiar with the situation.
Earlier this month, operating as the EU’s regulatory authority, the Commission imposed a substantial fine of €2.95 billion (approximately $3.45 billion) against Google, stemming from older antitrust legislation.
This penalty was levied for preferential treatment of its online display technology services, thereby fortifying the central role of its ad exchange, AdX, at the expense of competitors and digital publishers.
The forthcoming fine is linked to allegations from March, wherein Google was accused of prioritizing its vertical search engines, including Google Shopping, Google Flights, and Google Hotels, over other rivals.
Implications of Trade Tensions
Amidst criticisms, particularly from the Trump administration, and ongoing trade disputes, the Commission appears unhurried in concluding this case. The new case is being evaluated under the EU’s Digital Markets Act, which delineates specific protocols for tech conglomerates and has been in effect since 2023.
These regulations aim to curtail the dominance of substantial corporations, fostering a competitive environment for rivals while enhancing consumer choice. Breaches of these provisions could result in financial penalties reaching as high as 10% of a company’s annual global revenue.
Despite Google’s attempts to mitigate concerns and forestall a second fine by presenting various proposals, dissent remains rampant among comparison shopping platforms, airlines, hospitality firms, and retailers.
Nevertheless, there remains a possibility for Google to evade the impending fine if it introduces a more refined proposal, according to insiders.
Official Responses
The Commission opted not to comment following a request by Reuters.
In response to inquiries from Reuters, Google highlighted remarks made by its Senior Director for Competition, Oliver Bethell, earlier this year.
He stated, “While we have invited feedback throughout this process, we now need to bring this debate to an end without the interests of a few being prioritized over the millions of people and businesses in Europe who benefit from Search.”
Sources close to the matter indicated that the Commission is not inclined to expedite the proceedings, particularly considering the scrutiny from the Trump administration regarding the EU’s stringent measures against Big Tech and the prevailing trade discord between the EU and the United States.
Nevertheless, the EU’s executive body has asserted that it remains steadfast in its examination of American technology giants, undeterred by U.S. pressures. Should the fines be imposed, Google would join Apple and Meta Platforms as the third U.S. tech firm penalized under the Digital Markets Act.
Source link: Gmanetwork.com.
