The European Union has imposed a $3.45 billion antitrust fine on Google for anti-competitive practices in its advertising technology sector, leading former U.S. President Donald Trump to threaten a tariff investigation against the EU in retaliation.
On Friday, September 5, 2025, the European Commission announced that Google must pay a fine of €2.95 billion ($3.45 billion) for abusing its dominant market position in online advertising since 2014. The fine targets Google’s practice of favoring its own ad tech services over competitors, which the EU claims has harmed publishers, advertisers, and consumers by distorting competition in the digital market.
The decision followed an investigation triggered by a complaint from the European Publishers Council. EU Competition Chief Teresa Ribera stated that Google’s behavior is illegal under EU antitrust rules and ordered the company to cease its self-preferencing practices and address inherent conflicts of interest within 60 days. She warned that failure to comply could result in stronger remedies, including potential divestiture of parts of its ad tech business.
In response, former President Donald Trump criticized the fine on his Truth Social platform, calling it ‘very unfair’ and threatening to launch a Section 301 investigation that could lead to retaliatory tariffs against the EU. He argued that such fines negatively impact American investments and jobs, emphasizing that Google and other U.S. tech companies have faced disproportionate penalties from European regulators.
The fine was originally scheduled to be announced earlier in the week but was delayed due to concerns from EU Trade Chief Maros Sefcovic about potential impacts on U.S.-EU trade relations. This delay was linked to ongoing negotiations over tariffs on European cars under a recent trade framework agreed in July, highlighting the delicate balance between regulatory actions and economic diplomacy.
Google has announced its intention to appeal the decision, with Vice President of Global Regulatory Affairs Lee-Anne Mulholland stating that the fine is unjustified and that required changes would harm thousands of European businesses by making it harder for them to monetize their services. The company maintains that there is nothing anti-competitive about its ad tech offerings and points to the availability of alternative services in the market.
This marks the fourth major antitrust fine against Google by the EU in the past decade, following previous penalties that total over $16 billion. The consistent regulatory scrutiny reflects broader efforts by the EU to rein in the power of big tech companies and ensure fair competition in digital markets, often leading to tensions with the United States over differing approaches to antitrust enforcement.
The situation underscores ongoing geopolitical and economic tensions between the U.S. and EU, with Trump’s threats potentially escalating into a wider trade dispute. Such a conflict could undermine the recently established trade framework and affect bilateral relations, impacting sectors beyond technology, including automotive and agricultural industries.
Looking ahead, Google must submit a detailed compliance plan to the European Commission within the specified timeframe. The outcome of this process and any subsequent appeals could set important precedents for how digital markets are regulated globally, influencing future antitrust cases and international trade policies.