After years of legal proceedings, the European Union (EU)’s top court has upheld a £2 billion fine against Google for favoring its own shopping comparison service in search results. This decision, which stems from a complaint first filed in 2009 by UK-based Foundem, marks a significant moment in Google’s ongoing antitrust battles.
The European Commission (EC) originally imposed the fine in 2017, arguing that Google abused its dominance by giving its own shopping results prime placement in search, making it harder for competitors to gain visibility. After several appeals, the European Court of Justice (ECoJ) has now confirmed the fine and dismissed Google’s legal challenge.
This case isn’t just about one fine or one company; it touches on broader issues of fair competition. When large companies like Google use their market power to prioritise their own services, it can reduce consumer choice. In this instance, smaller shopping comparison sites struggled to compete because they were being pushed down the search rankings, while Google’s service had a prominent spot.
This ruling is seen as a win for fair competition by many, including Kelkoo, another complainant in the case, which called it a positive step for consumers. Essentially, the decision reinforces the idea that even the biggest tech companies have to play by the rules when it comes to competition.
Google has expressed disappointment in the ruling but highlighted that it has made changes since 2017 to comply with the Commission’s original decision. However, this doesn’t mean the company’s legal challenges are over. In fact, Google has been fined multiple times by the EC in recent years, amassing a total of €8.2 billion in penalties for various competition-related issues. These include fines related to how it promotes its own apps on Android and how it handles advertising.
Additionally, Google is still under investigation by the EU for other potential breaches, particularly under the new Digital Markets Act, which could lead to further fines. And it’s not just Europe; Google is also facing anti-trust cases in the U.S., including one involving its advertising business.
While Google has taken steps to address the issues raised by this case, the ruling highlights the ongoing scrutiny that big tech companies face when it comes to competition law. It also signals that regulators are increasingly willing to take strong action to ensure that smaller companies can compete on a level playing field.
This decision could pave the way for more companies to seek compensation for losses caused by Google’s past practices, meaning we might see more legal claims in the future.
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