Google to Challenge EU’s €2.95 Billion Fine Over Ad Tech Dominance
Brussels, Belgium – November 14, 2025 – Google announced today it will legally challenge the european Union’s recent decision accusing the tech giant of abusing its market dominance in the digital advertising technology sector. The EU levied a record €2.95 billion (approximately 4.8 trillion won) fine against Google in early September, alleging preferential treatment of its own online advertising services at the expense of competitors.
Google, in a statement released today, declared its disagreement with the European Commission’s ruling, stating it “does not reflect the reality of the highly competitive and rapidly evolving advertising technology sector.” The company maintains it has already submitted a compliance plan designed to address the EU’s concerns.
The EU’s September decision demanded a “structural solution” to the conflict of interest, suggesting Google may need to sell off portions of its ad tech business. The Commission argued this was ”a necessary and proportional measure to prevent infringement.”
Though, Google contends its proposed plan achieves the EU’s objectives “without a divestiture that would harm thousands of European publishers and advertisers.” The plan includes measures to provide publishers and advertisers with greater choice and versatility, and allows ad publishers to set individual minimum prices for each bidder.
This legal battle is unfolding against a backdrop of increasing regulatory scrutiny of large technology companies in Europe. Google is currently designated as a ‘gatekeeper’ under the Digital Market Act (DMA), implemented in March of last year, subjecting it to monitoring for anti-competitive practices. Violations of the DMA can result in fines of up to 10% of google’s global sales.
The pressure on Google extends beyond the DMA. Just yesterday, a Berlin District Court in Germany ruled Google had unfairly favored its own price comparison service, ordering the company to pay €572 million (approximately 970 billion won) in compensation to German competitors.
The EU’s actions have even drawn commentary from the united States, with former President Donald Trump recently suggesting potential retaliatory trade measures, claiming Europe had “effectively stole money that would have gone to U.S. investments and jobs.”
This case highlights the ongoing tension between global tech giants and European regulators seeking to foster competition and protect consumer interests in the digital marketplace.
(Reporting by Kwon Young-jeon, Yonhap News Agency)
