The European Commission has launched a new investigation into Google over concerns that the tech giant is artificially inflating prices for search engine advertisements. According to Bloomberg reports, the Commission believes these pricing practices unfairly disadvantage advertisers who rely on Google’s platform.
Brussels has reportedly sent inquiries to affected companies to gather information on Google’s dominance in the online advertising market. While the investigation is in its early stages, European Commissioner for Competition Teresa Ribera may formally announce the probe soon. Both the European Commission and Google have declined to comment on the matter.
If the Commission finds Google guilty of anti-competitive behaviour, the company could face a significant fine. This follows a September penalty, when Google was fined nearly 3 billion euros for similar violations. In that case, regulators ruled that Google used its market power to give its own advertising platforms an unfair advantage over competitors.
These recurring fines for major American technology firms, including Apple, Microsoft, Meta, and Amazon, have drawn sharp criticism from President Donald Trump. He has described the penalties as a form of “extra tax” on US companies and has previously threatened to retaliate against the European Union.
@anp NEWS BRAINPORT
