Google’s Got 99 Problems, But a Fine Ain’t One: Court Nixes $1.7 Billion Penalty
In a surprising turn of events, Google has managed to dodge a hefty €1.5 billion ($1.7 billion) fine imposed by the European Commission in 2019. The EU’s General Court, while agreeing that Google had blocked rival advertisers, argued that the Commission didn’t fully consider all the circumstances when assessing the duration of the anti-competitive practices. It’s a win for Google, but just one battle in the ongoing antitrust war. [2, 3, 4]
Ad Tech Tango: Google Offers to Sell AdX, But Publishers Want More
Google’s control over the online advertising world has raised eyebrows across the globe. In an attempt to appease EU regulators, Google reportedly offered to sell its AdX advertising marketplace. However, European publishers weren’t impressed, demanding more concessions to address the conflicts of interest in Google’s ad tech empire. It seems Google’s ad business is a bit like a game of Jenga – pull out one piece, and the whole thing might come tumbling down.[1, 5]
From Fines to Appeals: Google’s Legal Battles in the EU
Google’s relationship with the European Commission has been a rollercoaster ride of fines and appeals. While the company successfully overturned the €1.5 billion fine, it recently faced another setback when the EU’s highest court upheld a separate $2.7 billion penalty. It’s clear that Google’s legal battles in the EU are far from over. [2, 3, 4, 5]
The Vestager Era Ends: A New Chapter for Big Tech Regulation
Margrethe Vestager, the EU’s competition chief known for her tough stance on Big Tech, is stepping down. Her legacy includes landmark cases against Google and other tech giants, leading to the creation of the Digital Markets Act (DMA). As a new era of tech regulation begins, it remains to be seen how the EU will continue to grapple with the power and influence of these companies. [2]
Google’s Ad Tech Dominance: A Global Concern
Google’s control over online advertising has sparked concerns worldwide. Regulators are questioning whether the company’s involvement in multiple stages of the ad tech supply chain gives it an unfair advantage, potentially harming competition and driving up advertising costs. It’s a complex issue with no easy solutions, but one thing is for sure: Google’s ad tech dominance is under intense scrutiny. [1, 5]
Conclusion: Google’s European Adventures Continue
Google’s journey in Europe has been anything but smooth sailing. From antitrust fines and appeals to ad tech controversies, the company has faced numerous challenges. As the tech landscape continues to evolve and new regulations emerge, Google will need to navigate these complexities carefully to maintain its position in the European market. One thing is certain: Google’s European adventures are far from over.
Resources
[1] Report: Google offered to sell AdX to end EU antitrust suit; https://www.engadget.com/big-tech/report-google-offered-to-sell-adx-to-end-eu-antitrust-suit-203612819.html
[2] Google wins appeal against $1.7 billion EU fine for ‘abusive’ advertising practices
The company was fined in 2019 for adding anti-competitive exclusivity clauses to its ad; https://www.engadget.com/big-tech/google-wins-appeal-against-17-billion-eu-fine-for-abusive-advertising-practices-123006698.html
[3] Google wins challenge against $1.7 billion EU competition fine; https://www.cnn.com/2024/09/18/tech/google-wins-eu-antitrust-fine/index.html#openweb-convo
[4] Google wins court challenge to the EU’s $1.7 billion antitrust fine over ad product; https://www.cnbc.com/2024/09/18/court-backs-googles-challenge-to-the-eus-1point7-billion-antitrust-fine.html
[5] Exclusive: Google offered to sell part of ad tech business, not enough for EU publishers, sources say; https://www.reuters.com/technology/google-offered-sell-advertising-marketplace-adx-eu-antitrust-probe-sources-say-2024-09-18/
