Google Faces Charges From Eu For Engaging In Anti-Competitive Adtech Practices
Google’s adtech business may have to be sold to address concerns around anti-competitive practices, according to the European Union. In a statement of concerns, the commission cited practises such as preferential treatment of Google advertising services, which might result in a fine of 10% of the company's annual global turnover.
Google faces charges from EU: Key Points
• Around 79% of Google’s total revenue is generated by advertising, with its 2022 advertising revenue totalling $224.5bn.
• The company has disagreed with the commission’s charges and has a few months to respond. It could also potentially settle by offering stronger remedies than previously proposed.
EU investigation:
Vestager confirmed that investigations into Google’s privacy sandbox and plan to limit access to its advertising identifier for third parties on Android will continue.
• The European Publishers Council applauded the accusation and lodged a complaint with the Commission in 2019.
• The Commission accuses Google of favouring its own display advertising technology services over those of its competitors to the detriment of advertisers and publishers. Google holds 28% of global ad revenue.
• The company sought to settle the case within three months of the investigation’s launch, but regulators found the pace and concessions offered to be inadequate.
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