Google Risks New EU Antitrust Action Over Advertising Prices

European Commission officials have signaled renewed antitrust concerns about Google’s conduct in online search advertising, according to a letter sent to advertisers and reviewed by Reuters. Regulators are examining whether Google may be artificially increasing auction clearing prices for search ads, potentially raising costs for advertisers across the EU.

Google, part of Alphabet, has already been fined more than €8 billion in previous EU antitrust cases and remains under close regulatory scrutiny. The Commission’s letter focuses on the mechanics of Google Search ad auctions and questions whether pricing outcomes disadvantage advertisers rather than reflecting genuine market competition.

Google rejects the allegations, stating that its ad prices are set through real-time auctions designed to favor relevance and quality, allowing small businesses to compete with larger brands while keeping online services free. The Commission, for its part, stressed that no formal investigation has been launched but confirmed it is monitoring potential anti‑competitive conduct and stands ready to act if evidence emerges.

Advertisers have been invited to submit feedback by March 2, while the issue adds to broader transatlantic tensions over EU enforcement against U.S. technology companies. Similar accusations of auction manipulation are already being pursued by the U.S. Department of Justice, increasing pressure on Google’s core advertising business.