Brussels – The European Union has levied a fine of US $3.45 billion (approximately Rp.56.6 trillion, based on an exchange rate of Rp. 16,420) against Google, the Alphabet subsidiary, for anti-competitive practices within its advertising technology business. this marks the fourth EU competition fine against Google in recent decades.
The decision, announced Sunday, September 7, 2025, prompted a swift and critical response from former U.S. President Donald Trump, who labeled the action ”unfair and discriminatory” in a post on his social media platform, Truth Social.Trump threatened to invoke Article 301 of the 1974 Trade Act, which authorizes the U.S.to impose penalties on foreign countries deemed to burden American trade.
“We cannot allow this to happen to the results of a brilliant American intelligence and have never happened before. If that happens, I will be forced to start a process based on Article 301 to cancel the unfair punishment imposed on American companies that pay this tax,” trump stated. He further warned of retaliatory tariffs on the european Union, echoing previous trade disputes.
Google intends to appeal the ruling. However, the EU Commission has indicated it may pursue stronger remedies, including potential divestment, should Google fail to address the identified conflicts of interest.The Commission found that Google prioritized its own online display advertising service, bolstering its ad exchange, ADX, and subsequently allowing the company to charge higher fees. This practice, according to the Commission, disadvantaged competitors and online publishers.
The EU has ordered Google to cease self-preferential practices and to outline a plan for compliance within 60 days, with a 30-day implementation period following. The case highlights escalating tensions surrounding digital market regulation and the EUS efforts to regulate dominant non-European platforms.
initial plans to issue the fine on Monday were reportedly delayed due to concerns from EU Trade Commissioner Maros Sefcovic regarding potential U.S. tariffs on European automobiles.