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Google is once again under scrutiny from European competition authorities. According to a Bloomberg report, the European Commission has launched a new investigation into Google, focusing on the company's online advertising business. Specifically, the investigation centers on suspicions that Google may be using its dominant market position to artificially inflate advertising prices in ad auctions.
The investigation has not yet been officially announced. Nevertheless, preparations and information gathering are apparently already underway. Should the suspicion be confirmed, Google faces substantial penalties.
Google plays a central role in the digital advertising market. The company operates platforms through which advertisements are traded, auctioned, and delivered. This strong market position has brought Google much criticism in the past – both in Europe and in the USA.
This new investigation is part of a series of regulatory measures by authorities to limit Google's market power. These measures include not only fines but also structural changes to the company's business model.
New EU investigation against Google over advertising prices
According to Bloomberg, the European Commission has begun contacting Google's customers and competitors. The aim is to gather more information about Google's dominance in various areas of the online advertising market.
The focus is particularly on the so-called clearing price in advertising auctions. This is the price that advertisers actually have to pay after an auction. Regulators fear that Google could artificially inflate this clearing price to the detriment of advertisers.
Should this suspicion be confirmed, it would mean that Google is abusing its market position to generate higher revenues. This could lead to increased costs for companies that rely on digital advertising.
Possible penalties under EU competition law
Although the European Commission has not yet announced formal proceedings, the potential consequences are clearly defined. If Google violates EU competition rules, it could face a fine of up to 10 percent of its global annual revenue.
Given Google's global revenue, this would mean a fine in the billions. Google has already had to pay hefty fines in the past. EU regulators have repeatedly imposed billions in fines on the company for violations of the Digital Markets Act.
In addition to fines, further requirements could follow. Regulators have reportedly ordered Google to open the Android operating system to competing AI assistants. Google is also expected to share search data with competitors.
Previous EU investigation into advertising to minors
Back in December 2024, Google was already investigated by the EU in connection with advertising to minors. This investigation also concerned potential violations of European regulations.
This investigation shows that Google is under close scrutiny in several areas of its business model. The current review of its advertising prices is therefore not an isolated incident, but part of a broader oversight by European authorities.
US ruling: Google is a monopolist in the online advertising market
Parallel to the developments in Europe, an important decision was also made in the USA. In April 2025, a US federal judge ruled that Google should be classified as a monopolist in the field of online advertising.
This ended a legal battle that began with a lawsuit filed by the US Department of Justice. The lawsuit accused Google of dominating the advertising market and using this control to charge higher prices and retain a larger share of advertising revenue.
The US Department of Justice aims to force Google to sell its advertising technology business. However, a final decision on which specific measures will be ordered to remedy the anti-competitive behavior is still pending.
Significance for Google and the online advertising market
Current developments show that Google is facing increasing regulatory pressure worldwide. Both the European Union and the USA are investigating whether the company is abusing its market power in the area of online advertising.
Should the EU conclude that Google has artificially inflated advertising prices, not only hefty fines are possible, but also structural changes to its business model.
This could mean noticeable changes for the online advertising market as a whole. Increased competition and stricter regulations could reshape market conditions.
Digital advertising: Google once again in the sights of authorities
The European Commission's new investigation into Google focuses on a key aspect of the digital advertising business: pricing in ad auctions. There is suspicion that Google might be artificially inflating clearing prices.
At the same time, previous legal proceedings in Europe, as well as a ruling by a US federal judge, demonstrate that Google's role in the online advertising market is increasingly being scrutinized. Whether this will lead to further billion-dollar fines or structural changes depends on the outcome of current and potential future legal proceedings.
One thing is certain: Google remains at the center of the competition law debate – both in the EU and in the US. (Image: Shutterstock / bluestork)
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