Google hit with European Union antitrust probe on ad-tech dominance

Synopsis: Google faces a European Union enquiry into its advertising technology. 


What is Anti-Trust Policy? 

EU developed its Antitrust policy based on Articles 101 and 102 of the Treaty on the Functioning of the European Union (TFEU). 

  • Article 101 prohibits anti-competitive agreements between two or more independent market operators. 
  • Article 102 prohibits abusive behaviour by companies holding a dominant position on any given market. 

The goal of EU’s anti-trust policy is to create a level playing field in the free market and prevent businesses from having too much power.  

If companies found violative of any of the provisions, EU will initiate an Anti-trust probe on them.  


  • We are concerned that Google has made it more difficult for competitors to compete in internet advertising. Google and publishers monetise their internet services with the help of online advertising services. 

Source: Click here 

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