Today the Commission has adopted a decision finding that Google breached EU competition rules by abusing its dominant position in the display advertising technology industry ('Adtech') and imposed a fine. This reaffirms the EU's unequivocal commitment to competition enforcement.
With this decision, the Commission contributes to ensuring that competition on the merits, based on fair terms and conditions, prevails on digital markets.
This is not the first Commission decision finding that Google has abused its dominant position in different digital markets to the detriment of European consumers.
In this case, Google abused its dominant position on both sides of the Adtech supply chain.
Digital advertising is the backbone of the online economy, funding much of the online free content and services we rely on today. Google controls many of the important tools that make this industry work.
Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.
As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.
Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.
This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.
In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.
This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.
Google has 60 days to inform the Commission on how it plans to do so, and 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.
This seems both necessary and proportionate to effectively stop the infringement.
Google's illegal practices lasted over 10 years and had effects in the whole European Economic Area. But the conduct covered by today's decision has a worldwide dimension.
A United States Federal Court recently upheld the main claims of a Department of Justice complaint against Google, which closely mirrored those addressed in our decision. The United States Federal Court will also now hear arguments on the appropriate remedies to be put in place by Google.
There is therefore room to ensure that Google puts in place an effective remedy on both sides of the Atlantic to address its inherent conflicts of interest in this business. It is in everyone's interest to achieve a joint outcome, including for Google itself, and for citizens worldwide.
Now, as before, we must act in accordance with the rule of law, a core European and democratic value, protecting rights of defence, guaranteeing predictability and transparency in the application of our rules
We will continue to apply our rules firmly and fairly, without fear or favour, in relation to all companies operating in Europe. Our founding Treaties, our laws and our core values are not up for debate.
