EU Considers Action Against Google’s Adtech Practices

European Union antitrust officials are contemplating ordering Alphabet’s Google to cease anti-competitive practices in its adtech business. However, they are unlikely to mandate a breakup, despite earlier warnings, according to sources with direct knowledge of the matter.

Regulators are expected to deliver a decision in the coming months, following antitrust chief Margrethe Vestager’s threat last year to dismantle Google’s profitable adtech operation. This action, if executed, would be a significant regulatory penalty against the company.

While a breakup order is not anticipated due to its complexity, it remains a possible future measure if Google’s practices persist. This case could follow the precedent set by a similar case against Microsoft two decades ago. The European Commission’s stance is still developing, though a decision is unlikely before Vestager leaves office in November.

(With inputs from agencies.)