Google pitches EU on adtech fixes to dodge breakup after €2.95B slap
(2025/11/14)
- Reference: 1763128935
- News link: https://www.theregister.co.uk/2025/11/14/google_antitrust_eu_remedy/
- Source link:
Google has proposed a plan to the European Commission aimed at addressing antitrust concerns following a €2.95 billion fine imposed on the company for its online advertising practices.
The company was given 60 days to come up with a proposal for compliance, and has done so. However, it also [1]said it disagrees with the European Commission's adtech decision "and will appeal."
The proposal aims to avoid what Google calls "a disruptive break-up." It includes an option for publishers to set different minimum prices for different bidders when using Google Ad Manager, and increasing the interoperability of its tools "to give publishers and advertisers more choice and flexibility."
[2]
The Register has asked for the company's complete plan, but we have yet to receive a response.
[3]
[4]
In September, the European Commission (EC) [5]fined Google for breaching EU antitrust rules. According to the EC, Google distorted competition in the advertising technology industry (also referred to as "adtech") by favoring its own online display advertising technology to the detriment of competitors.
In October, executive vice president Teresa Ribera at the EC gave a [6]speech explaining the decision and stated: "Our decision makes clear that Google needs to propose measures that eliminate its extensive conflicts of interest in the adtech industry. For the time being, our view is that a structural remedy seems to be needed to ensure this."
[7]
In its decision, the EC said it had "already signaled its preliminary view that only the divestment by Google of part of its services would address the situation of inherent conflicts of interest." However, it added that it first wanted to hear and assess Google's proposal.
[8]Apple, Google tell Europe its Digital Markets Act isn't working for them – or consumers
[9]Google reminds EU that Microsoft's cloudy licensing still stinks a year later
[10]Google tweaks Play Store fees to keep Euro watchdogs at bay
[11]Google faces UK clampdown as watchdog floats market power rules
A spokesperson for the EC told The Register that it had received Google's plan and said: "We will now analyze Google's proposed measures to assess whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest."
When the EC announced its decision, US president Donald Trump [12]called it "very unfair" and said if the EC went ahead, "I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these Taxpaying American Companies."
A Section 301 proceeding could result in the imposition of tariffs or an increase in existing duties.
Google said it would "continue to cooperate with the EC as they consider our proposal. We are committed to finding an effective solution that provides certainty and consistency for our customers across Europe, the United States and globally."
[13]
The proposal comes a day after the EC [14]announced it would open an investigation into a potential Digital Markets Act breach by Google in demoting media publishers' content in search results. ®
Get our [15]Tech Resources
[1] https://blog.google/around-the-globe/google-europe/european-commission-ad-tech-response/
[2] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0
[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[5] https://ec.europa.eu/commission/presscorner/detail/en/ip_25_1992
[6] https://ec.europa.eu/commission/presscorner/detail/en/speech_25_2460
[7] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[8] https://www.theregister.com/2025/09/26/google_apple_dma_review_submissions/
[9] https://www.theregister.com/2025/09/25/google_microsoft_cloud_complaint/
[10] https://www.theregister.com/2025/08/20/google_play_eu_changes/
[11] https://www.theregister.com/2025/06/24/google_strategic_market_status/
[12] https://truthsocial.com/@realDonaldTrump/posts/115153232183118149
[13] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[14] https://ec.europa.eu/commission/presscorner/detail/en/ip_25_2675
[15] https://whitepapers.theregister.com/
The company was given 60 days to come up with a proposal for compliance, and has done so. However, it also [1]said it disagrees with the European Commission's adtech decision "and will appeal."
The proposal aims to avoid what Google calls "a disruptive break-up." It includes an option for publishers to set different minimum prices for different bidders when using Google Ad Manager, and increasing the interoperability of its tools "to give publishers and advertisers more choice and flexibility."
[2]
The Register has asked for the company's complete plan, but we have yet to receive a response.
[3]
[4]
In September, the European Commission (EC) [5]fined Google for breaching EU antitrust rules. According to the EC, Google distorted competition in the advertising technology industry (also referred to as "adtech") by favoring its own online display advertising technology to the detriment of competitors.
In October, executive vice president Teresa Ribera at the EC gave a [6]speech explaining the decision and stated: "Our decision makes clear that Google needs to propose measures that eliminate its extensive conflicts of interest in the adtech industry. For the time being, our view is that a structural remedy seems to be needed to ensure this."
[7]
In its decision, the EC said it had "already signaled its preliminary view that only the divestment by Google of part of its services would address the situation of inherent conflicts of interest." However, it added that it first wanted to hear and assess Google's proposal.
[8]Apple, Google tell Europe its Digital Markets Act isn't working for them – or consumers
[9]Google reminds EU that Microsoft's cloudy licensing still stinks a year later
[10]Google tweaks Play Store fees to keep Euro watchdogs at bay
[11]Google faces UK clampdown as watchdog floats market power rules
A spokesperson for the EC told The Register that it had received Google's plan and said: "We will now analyze Google's proposed measures to assess whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest."
When the EC announced its decision, US president Donald Trump [12]called it "very unfair" and said if the EC went ahead, "I will be forced to start a Section 301 proceeding to nullify the unfair penalties being charged to these Taxpaying American Companies."
A Section 301 proceeding could result in the imposition of tariffs or an increase in existing duties.
Google said it would "continue to cooperate with the EC as they consider our proposal. We are committed to finding an effective solution that provides certainty and consistency for our customers across Europe, the United States and globally."
[13]
The proposal comes a day after the EC [14]announced it would open an investigation into a potential Digital Markets Act breach by Google in demoting media publishers' content in search results. ®
Get our [15]Tech Resources
[1] https://blog.google/around-the-globe/google-europe/european-commission-ad-tech-response/
[2] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0
[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[5] https://ec.europa.eu/commission/presscorner/detail/en/ip_25_1992
[6] https://ec.europa.eu/commission/presscorner/detail/en/speech_25_2460
[7] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[8] https://www.theregister.com/2025/09/26/google_apple_dma_review_submissions/
[9] https://www.theregister.com/2025/09/25/google_microsoft_cloud_complaint/
[10] https://www.theregister.com/2025/08/20/google_play_eu_changes/
[11] https://www.theregister.com/2025/06/24/google_strategic_market_status/
[12] https://truthsocial.com/@realDonaldTrump/posts/115153232183118149
[13] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offprem/paasiaas&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33aRdgKVcnEyASahARUBE5SAAAAQA&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[14] https://ec.europa.eu/commission/presscorner/detail/en/ip_25_2675
[15] https://whitepapers.theregister.com/