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Google again fined by the EU: 1.49 billion euros for AdSense

Google Fine Margrethe Vestager shopping

The EU fines Google for 1.49 billion euros. The European antitrust has sanctioned Google for abusive practices for more than ten years with the AdSense platform

The European Union has formalized a new fine to Google, but this time the cause is the incorrect practices of its advertising banner service AdSense, the staggering figure: 1.49 billion euros.

Google Fine Margrethe Vestager shopping

Another sanction for Google, and once again to issue the sentence was the European Commission: through Margrethe Vestager, responsible for the European antitrust authority, the provision was announced at the conclusion of the investigation into Google's practices over the last ten years

Not the first time that the European Union has taken action to regularize the position of technology giants, and Google has recently been punished with two other serious penalties: the first because of the Mountain View price comparison service, for 2.4 billion euros , and the second due to Android amounting to 4.3 billion euros.

The accusation against Google

After checks by the European Commission, it was pointed out how Google has abused of its dominant position with its AdSense platform in the advertising sector. According to the Commission, Google engaged in illegal practices regarding the search for advertising brokerage, in order to consolidate its dominant position on the market, so the Commission fines Google for 1.49 billion of Euro.

The AdSense platform is very popular among web publishers, as it allows you to earn money by inserting advertising banners within websites, or alternatively by integrating a search box: when a user searches through this dedicated field, it is redirected to a page that, in addition to the search results, also shows advertisements.

The reasons for the fine to Google

Google accused of having forced the sites not to use advertising systems other than its own, if they wanted to maintain, for example, the google search box, to favor in this way their own advertising network, stifling the competition and the growth in the sector by competitors.

The EU found that Google had initially requested certain sites, particularly larger partners, to use AdSense exclusively if they wanted to use the Google search box. Subsequently, these terms have been modified to allow the publication of some announcements by competitors if they were placed in less favorable positions on the page, states the EU. This practice was then interrupted in 2016, the year in which the European Commission began its investigations.

"The Commission," he saidMargrethe Vestager- has fined Google 1.49 billion euros for illegal abuse of its dominant position in the online ad brokerage market. Google has consolidated its dominant position in online searches and is protected from competitive pressures by imposing anticompetitive contractual restrictions on third-party websites, which are illegal under EU antitrust rules: the conduct lasts over 10 years and this has denied other companies the ability to compete on the merits and to innovate, and to the consumers the benefits of competition “.

To Google fine fine

The result is that to date the largest slice of this market, over 70%, of the famous Californian search engine company. The fine awarded the equivalent of 1.29% of Google's turnover in 2018, or 1.49 billion euros, and although not accompanied by orders to change the convicted practices of the company, Google is already quick to respond by declaring its efforts to favor choice and competition.

The company said it had made changes to the Android licenses, already sanctioned, by "creating new separate licenses for Google Play, the Google Chrome browser and Google Search. In this way, Google strives to maintain the freedom for phone manufacturers to install any app alongside Google's, promising to make users more aware of the possibility of choosing an alternative to Big G. services.

The other fines to Google

In June 2017, the Commission sanctioned Google for € 2.42 billion for abusing its dominant position as a search engine by providing an illegal advantage to Google's commercial comparison service.

In July 2018, the Commission fined Google for 4.34 billion euros for illegal practices concerning Android mobile devices perpetrated to strengthen Google's search engine domain.