Google threatens a new multi‑billion euro fine in the EU for manipulating ad bids

New investigations against Google in Europe

After the implementation of the Digital Markets Act (DMA), the European Commission has tightened oversight over the activities of American tech giants. In particular, Google is already facing a potential fine of €9.5 billion for violating antitrust laws.

1. Google's advertising practice
* Allegations:
- It is alleged that search engine ad auction prices are artificially inflated, harming advertisers' interests.
- At the beginning of the week, antitrust authorities sent an official letter to potentially affected clients.
* Consequences:
- If violations are confirmed, the Commission may impose a fine up to 10 % of Google's global annual turnover.
* Company response:
Alphabet asserts that search advertising helps small businesses compete with large brands and supports free access to the internet. Prices are set based on real auctions that take into account competitiveness and ad quality.

2. Potential statement
The investigation is still in its early phase, but an official announcement of its start by Teresa Riber (EU competition commissioner) is possible.

3. Current fines and demands
| Collection | Amount (€) | Reason |
|------------|-----------|--------|
| E‑commerce | 2.42 billion | Violations in e‑commerce |
| Android | 4.13 billion | Monopolistic platform position |
| Advertising technology | 2.95 billion | Improper advertising practices |
Total: already €9.5 billion, but that’s not the end. In the next six months Google must provide competitors with access to its AI infrastructure and more detailed user information.

4. Additional claims
* Chrome browser: in the US antitrust authorities demanded its sale, but a court rejected the request.
* Own services: allegations of giving unfair advantages to its own products and complicating work for third‑party developers.
* News sources: Google is accused of degrading certain news feeds in search results.

Conclusion:
In Europe, Google faces several major investigations that could lead to significant fines and changes in business practices. The Commission continues to monitor the company’s advertising policy as well as other aspects of its operations to ensure fair competition in the digital market.