Google has denied a European Commission request to break itself up after the body decided the tech giant is too big.
While Google did attempt to compromise, none of its formal response to the commission outlines any breakup of the business. The changes are limited to the company’s product and technical realms.
The company suggested its response is adequate, but without any elements of a “disruptive break-up.”
“Our proposal fully addresses the EC’s decision without a disruptive break-up that would harm the thousands of European publishers and advertisers,” a Google spokesperson said in a statement.
The European Union’s regulatory body fined Google €2.95 billion in September for breaching the EU’s antitrust rules, according to Politico. The commission ruled that Google had 60 days to tell them how it would end “self-preferencing practices” and “implement measures to cease its inherent conflicts of interest along the adtech supply chain.”
The EU has received Google’s proposal and will analyze it, but it remains unclear whether Google’s plan is sufficient for the EU, according to a European Commission spokesperson.
President Donald Trump had placed pressure on Europe to rescind the fine after it had been levied, calling it “unfair.”
“This is on top of the many other Fines and Taxes that have been issued against Google and other American Tech Companies, in particular,” Trump added. “Very unfair, and the American Taxpayer will not stand for it!”
Google’s changes included added pricing power for publishers and fixes aimed toward the interoperability of its ad tech tools. American and European publishing companies had criticized the tech giant for the lack of options to sell ads for their businesses. Publishers say the new changes aren’t enough.
“Behavioral adjustments have been tested repeatedly over many years and have failed to rebalance this market,” Angela Mills Wade, executive director of the European Publishers Council, told Politico.
“Without structural change, Google will continue to own and control the tools and data flows that determine the terms of trade for the entire digital advertising ecosystem,” she added.
The Justice Department brought an antitrust case against Google in 2023, alleging that the company had monopolized the advertising technology market. The department won its case against Google earlier this year, with Attorney General Pam Bondi praising the outcome as “a landmark victory in the ongoing fight to stop Google from monopolizing the digital public square.”
Google also disagreed with that decision, saying that publishers “have many options and they choose Google because our ad tech tools are simple, affordable and effective.”
The company now faces the conclusion of its remedies trial next week, with the Justice Department also demanding structural changes.