The European Union is investigating Google over allegations the company illegally manipulates the cost of advertising on its search engine, Bloomberg News reported Thursday. The probe centers on whether Google is unfairly influencing pricing within its advertising ecosystem.
The investigation arrives amid ongoing scrutiny of Google’s business practices by international regulators. In November 2025, the EU launched a separate antitrust investigation into Google’s handling of news search results, a move that could add to the approximately €9.5 billion ($11 billion) in fines the company has already paid to the EU. That earlier probe focuses on concerns Google unfairly demotes certain news results.
This latest inquiry specifically targets Google’s advertising technology operations. The EU is examining whether Google gives its own advertising exchanges an unfair advantage over competitors, potentially distorting the market and raising costs for advertisers. According to a statement released by the European Commission, the concern is that Google has abused its dominant position in the market.
In a separate, but related, action in 2026, a U.S. Judge ruled that Google would not be required to dismantle its search business to address antitrust concerns raised by the Department of Justice. However, Google’s advertising technology remains under threat of regulatory action in the United States as well.
The European Commission’s antitrust commissioner, Teresa Ribera, stated that public institutions must act to prevent dominant actors from abusing their power when markets fail. “True freedom implies a level playing field, where everyone competes on equal terms and citizens have the genuine right to choose,” Ribera said.
Google has announced its intention to appeal the EU’s decision. Lee-Anne Mulholland, Google’s vice president of regulatory affairs, argued that the fine is “unjustified” and that the required changes will “harm thousands of European businesses by making it harder for them to be profitable.”
The EU’s actions occur during a period of heightened commercial tensions between the EU and the United States. The timing of the investigation and potential penalties could further strain relations, particularly given past criticisms from U.S. Officials regarding the EU’s regulation of Silicon Valley companies.
The EU has previously fined Google approximately €3 billion (US$3.5 billion) for favoring its own advertising services, ordering the company to cease such practices. This new investigation builds on those earlier concerns, focusing specifically on the mechanics of advertising cost manipulation.
