The European Commission (EU) has launched a new antitrust probe into Google Ads business. The probe scrutinizes the tech giant’s online advertising business and its influence across the EU market. Regulators are examining whether Google’s business practices distort competition and harm advertisers. The investigation could expand existing penalties or might regulate the firm’s digital practices.
Google Ads faces another antitrust probe by the EU
The EU has already fined Google billions of euros under competition rules and the Digital Markets Act. Now, the commission is assessing whether the company’s advertising technology gives it an unfair advantage across several segments of the online ad ecosystem. As per the report, EU officers have already begun contacting Google’s customers and competitors to collect detailed information on pricing mechanisms and auction systems.
The commission is particularly concerned that Google may be influencing ad auction outcomes in ways that inflate costs for advertisers. It may be doing so while strengthening its position in the market, which goes against the rules of the EU. If the regulator formally opens an antitrust investigation and finds violations, penalties could reach up to 10 percent of Google’s global annual revenue.
Another hefty fine might be coming soon for Google
If authorities find anything wrong in Google’s ad business practices, it may face one of the most significant enforcement actions in the EU’s ongoing digital competition campaign. The commission is closely reviewing aspects such as tools used by publishers, advertisers, and ad exchange systems to determine if the company is taking advantage of any unfair practices.
Moreover, this is not the first time that Google has faced a legal threat to its ad business. In the United States, a federal judge ruled in April 2025 that Google operates as a monopolist in parts of the online advertising market. Beyond advertisement, the EU is also examining other aspects of Google’s conduct. The company has already faced several penalties and actions in the past. It would be worth seeing if the EU finds any misconduct in the company’s digital advertising business.
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