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EU fines Google again: 'Advertising' abuse is the cause

The 'fight' between the European Commission and Google continues. The Mountain View giant was again fined, this time at 1.49 billion euros. The reason for such a sanction is something that what the European Competition calls “online advertising abuse”.

The joke is starting to get dear to Google. The new sanction comes after fines of $ 5 billion and another of $ 2.4 billion in 2018 and 2017, respectively. European Competition Commissioner Margrethe Vestager says Google has "shielded itself with the pressure of competition."

EU fines Google again: 'Advertising' abuse is the cause

The Mountain View company has imposed contractual exclusivity on advertisers for a period of 10 years. The company has done this mostly through its AdSense service. It has dominated online advertising at European level by over 70% for 10 years.

The truth is that this fine was already expected. The EU says it arrives because 10 years of mastery of ads have been achieved. “We take into account the duration and severity of the infringement,” the Commission begins by saying in a statement. "The fine was calculated, taking into account the value of Google's online advertising revenue," the EU concludes.

EU fines Google again: 'Advertising' abuse is the cause
Margrethe Vestager

In 2006, Google began including exclusivity clauses with websites and advertisers. That is, publishers were prohibited from having competing ads from the Mountain View giant. The rules changed slightly in 2009, but Google continued to control what was and was not 'announced'.

Google should not 'abuse its power', says European Commission

The European Commission clarifies that “dominating the market” is not illegal. However, dominant companies must have a responsibility not to abuse the power to restrict competition. Prior to this announcement, Google said Android will start asking which browser users want to use.

EU fines Google again: 'Advertising' abuse is the cause

The EU says Google had a market share of over 90% for search between 2006 and 2016. Commissioner Vestager says this could be worse, as the numbers dropped to 60% in 2018. As the EU elections approach, this can also be seen as a political issue.

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