Google Faces Fresh EU Antitrust Charges Over Ad Tech Dominance
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Alphabet’s Google received formal antitrust charges from the European Commission Tuesday over alleged abusive practices in its advertising technology stack.
The statement of objections focuses on Google’s dominant position across the ad buying and selling chain—from publisher tools to exchange and demand-side platforms. Regulators claim the company has engaged in self-preferencing and exclusionary behavior that harms competition.
This marks the latest in a series of EU actions against Big Tech gatekeepers under the Digital Markets Act and traditional competition rules. Potential remedies could include forced divestitures or behavioral changes.
A Google spokesperson responded: “We disagree with the Commission’s view and will respond accordingly. Our ad tech tools help websites fund free content and give advertisers effective options.”
Shares of Alphabet dipped 1.5% on the news, contributing to modest pressure on the broader tech sector. Investors are weighing the financial and operational implications against still-robust core search and cloud growth.
Analysts estimate potential fines in the billions, though structural remedies would pose greater long-term risk. “Divestiture of parts of the ad tech stack is on the table,” noted one Brussels-based consultant.
The case echoes earlier U.S. Department of Justice actions, creating coordinated transatlantic pressure. Outcomes could reshape the digital advertising landscape, currently valued at over $600 billion globally.
Smaller publishers and independent ad tech firms welcomed the move, arguing it could restore fairness. Industry groups countered that fragmentation risks reducing efficiency and revenue for content creators.
The Commission has set a timeline for response and hearings into 2026, with a final decision possible by year-end.
For Alphabet, the charges add to an already complex regulatory environment spanning privacy, app stores, and AI. Management has emphasized compliance investments while defending business practices as pro-consumer.
