EU investigation into Google for ads

The EU Commission announced that it has launched a formal investigation to determine whether Google’s advertising technologies violate Union competition rules.

In the statement, it was noted that it will be examined whether Google has brought its own services to an advantageous position in advertising technology and whether competing advertising service providers have been harmed.

Pointing out that Google will investigate whether third parties restrict access to user data for advertising purposes on websites and applications, it will be evaluated whether the company stores the said data only for its own use.

The EU Commission has the authority to inspect companies operating in EU countries whether there is an anti-competitive situation in their sectors. The Commission is assessing whether there is an anti-competitive situation in the investigations in question. If situations that harm competition are detected, the EU Commission puts an end to this situation and imposes high fines on companies.

In the past, the EU launched an investigation against Google on the grounds that it took advantage of its own shopping services with its search engine and abused its dominance.

As a result of the review, the EU concluded that Google’s comparison strategy in its shopping service violated competition rules, that the company abused its market dominance as a search engine by promoting its own comparison service in search results and reducing the visibility of its competitors.

For this reason, the EU Commission fined Google 2.42 billion euros in 2017 and demanded that the search engine treat its competitors equally in the shopping service. Google has appealed the fine.