Google has once again found itself in hot water with European regulators.
This time it was slapped with a staggering €2.95 billion ($3.45bn) fine over its dominance in the adtech market.
The EU says the tech giant has been unfairly tilting the playing field in its own favour since 2014, shutting out rivals and squeezing online publishers.
It’s the fourth massive penalty Google has faced in Europe, but the stakes feel higher now.
What’s The Reason?
Because the ruling lands in the middle of tense transatlantic relations.
US President Donald Trump already warning of retaliation against Europe for targeting American tech firms.
EU competition chief Teresa Ribera didn’t mince words: “Google must now come forward with a serious remedy.
And if it fails, we will not hesitate to impose strong remedies.”
” Translation: breakups and divestitures are still on the table.
Google, unsurprisingly, is pushing back hard.
“The decision is wrong and we will appeal,” said Lee-Anne Mulholland, the company’s global head of regulatory affairs.
She argued the changes would hurt “thousands of European businesses.”
But publishers aren’t convinced. “A fine will not fix Google’s abuse of its adtech,” warned Angela Mills Wade of the European Publishers Council.
