"The EU's competition watchdog fined the US tech giant Google €2.95 billion earlier this month for breaching competition laws in the digital advertising technology market - giving it 60 days to fix its conduct. So what could Google do next? The von der Leyen Commission finally flexed its antitrust arm on big tech earlier this month - slapping Google with a €2.95 billion fine for violating competition rules in the AdTech market for over a decade."
"In a statement following the decision, EU competition chief Teresa Ribera wrote that a "mere fine" was not sufficient to end Google's conflict of interest or protect consumers. 'We have also ordered Google to stop its illegal practices,' she said. 'If it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.'"
""At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business," Ribera added, echoing the stance of her predecessor Margarethe Vestager, who launched the probe in 2021. Brussels stopped short of ordering divestiture, giving Google 60 days to find a 'viable' fix - with the clock now ticking."
EU regulators fined Google €2.95 billion for breaching competition laws in the digital advertising technology market and ordered it to stop illegal conduct within 60 days. The probe, opened in June 2021, found Google self-preferenced its own websites and services on both the buy and sell sides while acting as an intermediary between advertisers and publishers. EU competition chief Teresa Ribera said a mere fine would not resolve the conflict of interest and demanded a viable plan or an imposed remedy. Structural remedies including divestiture or selling parts of the AdTech business remain possible solutions.
Read at Euractiv
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