Former EU Leaders Call for Google Adtech Breakup
A group of 18 former European presidents and prime ministers, members of Club de Madrid, have urged the European Commission to enforce a “structural separation” of Google’s adtech business. This call comes as the Commission prepares to finalize its stance on Google’s dominance in the adtech sector, following a 2023 statement of objections. The statement suggested that only a mandatory divestment of Google’s services could effectively restore competition. The signatories emphasize the necessity of this action to safeguard competition, protect Europe’s media industry, and lessen dependence on dominant foreign platforms.
The letter highlights concerns over Google’s control of digital advertising, a dominance that began with its 2007 acquisition of DoubleClick. This control, the signatories argue, has stifled competition, leaving advertisers and publishers reliant on Google’s services. A former Google executive likened Google’s influence in adtech to major financial institutions owning a stock exchange, illustrating the extent of its market power. The signatories warn that this monopoly poses a threat to Europe’s media landscape by diverting revenues from independent publishers.
The rise of ‘news deserts’ — areas lacking access to independent journalism — is cited as a consequence of Google’s market dominance. The signatories argue this situation undermines democratic accountability and promotes misinformation. They propose a breakup of Google’s adtech business to restore fair competition and suggest investment in a “European Tech Deal” to foster innovation and develop independent digital infrastructure.
Danilo Türk, the former president of Slovenia and current president of Club de Madrid, stated that Europe’s sovereignty and security are under significant pressure. He noted that while the EU’s tech regulations set a global standard, achieving true digital independence requires more than regulation. He asserted that pursuing structural separation in the Google case would demonstrate Europe’s commitment to fair and open digital markets, protecting democracy from unchecked power and foreign influence.
Source: Former EU leaders call for break-up of Google adtech business
