EU Postpones Google Adtech Penalty Amid Trade Talks

EU regulators have suspended the anticipated antitrust penalty against Google over its advertising technology practices, prioritising trade negotiations with the United States. A modest fine, expected after a four‐year investigation sparked by a complaint from the European Publishers Council, has been put on hold as the EU awaits a commitment from Washington to reduce tariffs on European car imports from 27.5 percent to 15 percent.3 sources familiar with the matter reported that the delay is likely to be brief, expected to last less than a month.

Officials say that Google had been told the announcement would come on Monday, yet the EU antitrust chief, Teresa Ribera, did not proceed, following scrutiny by trade commissioner Maroš Šefčovič. No formal explanation was provided to Google, and both the company and the European Commission declined to comment publicly.

The pause has prompted criticism from Germany's Monopolies Commission, whose chair Tomaso Duso warned that competition enforcement should not be compromised by diplomatic considerations.“The protection of competition must not become a pawn of the Trump administration,” he stated.

This development comes as part of a broader shift in EU technology regulation. The Commission, under Teresa Ribera, has signalled a preference for behavioural remedies over heavy fines. Unlike earlier cases-such as the €4.3 billion Android ruling in 2018 or the €2.42 billion Shopping fine in 2017-this adtech action is expected to result in a comparatively modest penalty, with no expectation of divestiture of services such as DoubleClick or AdX.

At the same time, the United States is pursuing its own aggressive regulatory action against Google. A court found Google had illegally monopolised the adtech market, a decision now under appeal, with potential remedies still under consideration.

The delay in the EU's fine illustrates the tension between trade diplomacy and competition enforcement. The EU Commission's recent proposal to eliminate duties on U. S. industrial goods is part of this broader negotiation; the anticipated reciprocal move from Washington-lowering tariffs on European cars-is pivotal in informing the EU's timeline for enforcement.

Although enforcement shifts are underway, the EU emphasises that the adtech investigation remains active. The commission has not indicated any abatement in its scrutiny, despite the procedural postponement.

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