EU reportedly opens another probe into Google's ads pricing

Source: Engadget

Background

The European Commission has opened a new probe into Google, this time focused on the company’s massive online‑advertising business, according to Bloomberg. EU regulators have already fined Google billions for violating the Digital Markets Act, and a finding of anticompetitive behavior in online advertising could add to that total.

EU Investigation

• The Commission has not yet announced a formal investigation, but Bloomberg reports that it has begun contacting Google’s customers and competitors for information about the firm’s dominance across multiple online‑advertising markets.
• Regulators are particularly concerned that Google could be artificially increasing the clearing price of ad auctions to the detriment of advertisers.
• If Google is found to be violating EU competition rules, it could be fined up to 10 % of its global annual sales.

Related Regulatory Actions

• Google’s approach to advertising to minors was reportedly already under investigation by the EU as of December 2024.
• In addition to fines, EU regulators have ordered Google to open up Android to competing AI assistants and to share search data with rivals.

US Context

• In April 2025, a U.S. federal judge found that Google is a monopolist in online advertising, concluding a legal battle that began with a Department of Justice lawsuit accusing the company of dominating the ad market and using its control to charge higher fees and retain a larger share of ad sales.
• The DOJ ultimately seeks to force Google to sell its ad‑tech business, though a final decision on the appropriate remedy has not yet been reached.

References

• Original article on Engadget: EU reportedly opens another probe into Google’s ads pricing