EU to Slap Google With Third Antitrust Fine Next Week

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Alphabet’s unit Google is probably going to be hit with a third EU antitrust fine one week from now. It is related to its AdSense promoting service, a person well acquainted with the issue said on Friday. The sanction is expected to be a lot smaller than past fines.

The European Commission in 2016 opened a third argument against the world’s most popular web crawler. It blames Google of preventing third parties using its AdSense from showing search ads from Google’s rivals.

It said that Google around then had held 80 percent of the European market for search advertisement intermediation over the past ten years. Also, it had kept its anti-competitive practices for 10 years.

Google changed the conditions in its AdSense contracts with large third parties as a response. It gave them more space to show competing search advertisements.

European Competition Commissioner Margrethe Vestager not long ago told columnists that she was finishing the case.

The Commission on Friday refused to remark on the timing of the AdSense decision. Google did not promptly react to a request for comment.

Moreover, The Financial Times earlier reported on the following week’s European Union antitrust fine.

A year ago, Vestager slapped a record EUR 4.34 billion ($4.91 billion) fine on Google for using its prominent Android mobile operating system to square the competitors.

That following a EUR 2.4 billion fine was also forced on the organization in 2017. It was for blocking competitors of shopping comparison sites.

The AdSense case may not be end of Google’s EU antitrust misfortunes.

EU antitrust authorities have inquired as to whether it unreasonably demotes local search contenders. It is a move which could then lead to a fourth case.

It is not long when online mapping services and others could be in the spotlight

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