European Union Google decision: accused of rape

The European Union accused Google of breaking the rules in its advertising technology known as adtech. It has been reported that the EU Commission, which is the antitrust regulator in Europe, may request the separation of Google’s advertising technology division.

The European Commission, the executive arm of the EU, has concluded that Google dominates the European market for publisher ad servers and ad buying media. The commission also said that Google has abused this dominant position since at least 2014.

Alphabet, Google’s parent company, will be able to defend itself against the crimes raised by the commission.

‘CAN BE DIVIDED’

The EU Commission may reportedly seek to separate Google’s ad technologies division to address concerns raised and thus comply with competition rules in the bloc.

“Therefore, the Commission’s preliminary view is that only convincing divestment of some of Google’s services would solve the competition concerns,” EU Competition chief Margrethe Vestager said.

IT WILL BE ILLEGAL IF APPROVED

Stating that Google is at almost every level of ad technology, Vestager made the following statements in his statement that Google may have used its market position:

“Our main concern is that Google may have used its market position to support its own brokerage services. This hurt not only Google’s competitors, but also the interests of publishers, while increasing costs for advertisers. If approved, Google’s practices will be illegal under our competition rules.”