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Google reportedly faces fresh EU antitrust charges over ad tech policies

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European regulators are reportedly set to slap Google parent Alphabet with a fresh antitrust criticism targeting the tech giant’s lucrative digital promoting business.

The most recent formal charges against Google are expected to be unveiled on Wednesday by the European Commission, the European Union’s antitrust body, Bloomberg reported on Monday.

The criticism will “goal the core” of Google’s “ad tech business model” in what is predicted to be the “most important in the present five-year mandate of the European Commission,” sources aware of the matter told the outlet.

The upcoming slate of charges would mark one other regulatory setback for Google parent Alphabet, which also faces a slate of major antitrust actions within the US aimed toward various segments of its business empire.

Google has already been hit with three penalties within the European Union price $8.6 billion since 2017.

The sum included a record high-quality of greater than $4 billion over Google’s business practices referring to its Android operating system. Google continues to be difficult that penalty in court.

The EU’s latest antitrust motion is reportedly set to be unveiled Wednesday.Getty Images

Google’s digital promoting behemoth accounts for a whopping 80% of the corporate’s annual revenue. In 2022 alone, Google generated roughly $225 billion through online ad sales.

A spokesperson for Google declined to comment.

EU antitrust officials have been investigating Google’s digital ad tech model since 2021, based on the report. Authorities probed whether Google unfairly blocked competitors from accessing user data for their very own digital promoting efforts.

GoogleGoogle has faced greater than $8 billion in EU penalties since 2017.REUTERS

As of April, 17 states had joined the Justice Department’s antitrust division in a federal lawsuit accusing Google of holding a monopoly over the digital promoting market.

The lawsuit alleges that Google uses “anticompetitive, exclusionary and illegal means to eliminate or severely diminish any threat to its dominance over digital promoting technologies.”

GoogleThe most recent EU charges will reportedly goal Google’s ad tech business.REUTERS

The DOJ argues that Google needs to be forced to sell its ad manager suite entirely. The corporate has denied engaging in anticompetitive business practices and asked a federal judge to dismiss the suit.

Within the US, Google faces a separate federal antitrust lawsuit targeting its search business that’s slated to proceed to trial in September.

The feds are also probing the corporate’s Google Maps business and whether it stifled competition by requiring app developers to make use of its map and search products inside its terms of service.

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