The European Commission has waged a €2.95 billion (~$3.5 billion) fine against Google for “abusing its dominant position” in advertising technology. In its announcement, the Commission claims that Google’s alleged anticompetitive practices have increased costs for advertisers and publishers, potentially raising prices for consumers as a result.

The Commission has ordered Google to come up with a plan to stop its anticompetitive practices that it must submit within 60 days. “If it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy,” the Commission states, adding that the solution may involve forcing Google to sell off parts of its ad tech business.

The European Commission opened an investigation into Google’s advertising technology business in June 2021, and later brought up the possibility of divestiture in 2023. The US Department of Justice similarly asked a federal judge to break up Google’s ad tech business after determining that it violates antitrust laws.

In an emailed statement to The Verge, Lee-Anne Mulholland, Google’s vice president and global head of regulatory affairs, called the decision about its ad tech services “wrong” and said that the company plans to appeal. “It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money,” Mulholland said.

The Verge

Google fined $3.5 billion by EU for ad tech abuse

WANT YOUR STARTUP FEATURED ON THE TECH BUZZ?