The European Union on Tuesday slapped another massive fine on U.S. IT giant Google Inc. for unfair competition.
The EU Commission decided to impose a fine of 1.49 billion euros ($1.9 trillion) on Google, saying it has abused its dominant market position in the online ad market by using its search ad brokerage service called Adsense for Search. Google will face a huge fine of $8.25 billion ($10.7 trillion) from the EU on three occasions in the past two years.
"Google has consolidated its dominant position in online search ads and protected itself by including anti-competitive contract restrictions on third-party websites," EU competition commissioner Margrethe Vestager told a news conference in Brussels. "This misbehavior has continued for more than a decade, denying the possibility of other companies competing and innovating and undermining the benefits of consumers from competition."
According to the EU's enforcement, Google has EU been running an "AdSense for Search" service that links search ads with Web sites, including a "exclusive clause" 안전놀이터 꽁머니 since 2006 that prevents rival companies from placing search ads on the search results page when signing with third-party websites. It also replaced the "monopoly clause" with a "premium deployment clause" from March 2009 so that Google's ads are placed in the most profitable space on third-party websites, or demanded that Google's Web site have a minimum number of Google ads exposed through searches. As a result, Google's competitors have been blocked from placing their search ads in the best view, the EU explained.
Regarding the EU's imposition of the fine, Google said, "We have already made extensive changes to our products in response to the EU Commission's concerns." In addition, Google said it will make additional updates over the next few months to "make search ads better visible to its competitors in Europe."
Google earlier announced that it would allow existing Android users to choose search engines and Internet browsers as well as new ones in 안전놀이터 꽁머니 Europe starting next month, ahead of the EU announcement. It also said it is looking for a rival company to 안전놀이터 6년 go on top of the search 안전놀이터 홍보 ad.