Echoes of the U.S. Antitrust War
The ruling comes as a Virginia federal judge considers whether to break apart Google’s ad business altogether—a seismic outcome that could reshape the digital advertising landscape worldwide. Both sides of the Atlantic now appear aligned in their assessment: Google’s dominance isn’t just a business model, it’s an antitrust liability.
A Battle Over the Soul of Digital Markets
Ribera sharpened the commission’s stance with broader language on fairness and trust in digital economies. “Digital markets exist to serve people and must be grounded in trust and fairness. When markets fail, public institutions must act to prevent dominant players from abusing their power,” she said. “True freedom means a level playing field, where everyone competes on equal terms and citizens have a genuine right to choose.”
The fine marks the EU’s latest escalation in a years-long tug-of-war with Big Tech over market fairness. For Google, the next 60 days may determine whether it can hold its empire together—or whether regulators will force it to break apart the very machinery that powers its digital dominance.
