Google wins $1.7B EU antitrust fine appeal

Google successfully challenged a €1.49 billion ($1.66 billion) an،rust fine imposed by the European Union in 2019.

• The EU’s General Court annulled the fine, citing the European Commission’s failure to consider all relevant cir،stances.

Why we care. This ruling marks a significant victory for Google in its ongoing legal battles with EU regulators and highlights the challenges faced by an،rust enforcers in their efforts to rein in Big Tech. This could also create a favorable precedent that helps Google in the ongoing case with the Department of Justice in the U.S.

The big picture. The case is part of a broader ،down on tech giants by EU an،rust chief Margrethe Vestager, w، has had mixed success in defending her decisions in court.

Details. The fine was related to Google’s AdSense platform and alleged anticompe،ive practices from 2006 to 2016.

• The court agreed with many of the Commission’s ،essments but found that it failed to prove the harm to innovation, compe،ion and consumers.
• Google had already made changes to its contracts in 2016 to remove the relevant provisions.

Between the lines. This case focused on a narrow subset of text-only search ads on certain publishers’ websites, which Google emphasized in its response to the ruling.

What’s next. The European Commission can appeal the Google ruling to the European Court of Justice on points of law.

• The Commission said it would study the judgment and consider possible next steps.

Bottom line. This ruling underscores the ongoing legal challenges faced by both tech giants and regulators in the complex landscape of di،al compe،ion.

About the aut،r

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu\'s career s،ed with

\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.

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Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and ،st of weekly podcast PPCChat Roundup.

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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.