The European Commission has fined Google with 2.95 billion euros for “abusive practices”, despite Trump's threats for countries that unfair to US Giants

The European Commission announced on Friday that it has fined Google web giant with 2.95 billion euros ($ 3.45 billion), for violating EU competition rules, due to its advertising technologies (“ADTECH”), informs AFP and Reuters, according to News.ro.

What he believes that “Google has acted in favor of their own technology services for displaying online advertisements, to the detriment of competitors of advertising technology, advertising agents and online publishers.”

In his decision, the European Commission orders the company to end these self-preferentiality practices and to “take measures to put an end to the conflicts inherent in the Adtech supply chain.”

Google now has 60 days to inform Brussels about its intentions.

It is the fourth sanction that Google receives in his ten -year fight with the EU competition regulatory.

The measure taken by the European Commission has been triggered by a complaint from the European Council of publishers and comes in the context of the threat of US President Donald Trump to take retersment measures against the European Union for any action against the major technological companies.

The EU Competition Authority initially intended to apply the fine on Monday, but the opposition of the EU chief of trade, Maros Sefcovic, due to concerns about the impact of American tariffs on European cars, delayed the EU Antitrust Chief Plan, Spanish Teresa Ribera.

The Commission reiterated its preliminary opinion that Google should give up some of its services, but said he would first want to hear and evaluate the company's conforming efforts. “Google has to present a serious solution now to remedy conflicts of interest, and if it does not, we will not hesitate to impose severe corrective measures,” Ribera said in a statement.

“Digital markets exist to serve people and have to rely on trust and equity. And when markets fail, public institutions must act to prevent dominant actors from abusing their power,” she says.

Google announces that it will challenge the “unjustified” fine imposed by the EU

Google criticized the EU decision and said it will challenge it in court.

“The decision of the European Commission on our advertising technology services is wrong and we will appeal. This requires an unjustified fine and imposes changes that will affect thousands of European enterprises, making them difficult to generate income,” said Lee-Anne Mulholland, Vice-President and Global Director for Regulatory Business.

“There is nothing contrary to the provision of services for buyers and advertising sellers, and alternatives to our services are more than ever,” said Google.

The latest fine compares to the record fine of 4.3 billion euros applied to Google in 2018, followed by 2.42 billion euros in 2017 and 1.49 billion euros in 2019.

Reuters reported last week that the fine would be modest, marking a change in Ribera's approach to the big and discouraging fines applied by his predecessor.

Donald Trump promises harsh measures against countries that unjust the US giants

The Trump administration has launched repeated attacks on the EU digital services law (DSA), which regulates social platforms, write Politico and Financial Times.

President Donald Trump has threatened to impose additional customs duties and controls on exports whose taxes, rules or laws on companies in the field of “discriminates” the United States.

“I warn all countries with taxes, legislation, rules or digital regulations that, if these discriminatory actions will not be eliminated, as president of the United States, I will impose substantial additional taxes on the exports of that country and I will establish restrictions on the export of technology and our very protected CIPs,” TRUP said.

The Trump administration has launched repeated attacks on the EU digital services law (DSA), which regulates social platforms, calling it “Orwellian” and accusing Brussels of censorship, writes Politico.

The US government also argues that certain aspects of the DSA would require costs to national companies.