The European Union is expected to fine Google for alleged anti-competitive actions in its adtech sector, but the penalty is likely to be modest. This shift in strategy under new antitrust chief Teresa Ribera focuses on stopping anti-competitive practices rather than hefty fines.

The EU’s decision follows a four-year investigation into Google prioritizing its own advertising services over competitors, triggered by a complaint from the European Publishers Council. Google has criticized the Commission’s understanding of the adtech industry, emphasizing choices for publishers and advertisers.

Despite past fines, the expected penalty is not anticipated to reach previous levels due to Ribera’s approach. Google’s advertising revenue for 2024 was $264.6 billion, with 75.6% coming from ads. Ribera reportedly will not require Google to divest any adtech operations.

A US court has set a trial in September to address Google’s influence in online publishing ad tools, potentially avoiding an EU-mandated breakup. In June 2025, a Court of Justice Advocate-General recommended dismissing Google’s appeal against reduced fines in the Android operating system case, adding to the tech giant’s legal challenges.

Read more at Yahoo Finance: EU expected to levy modest penalty on Google over adtech issues