Google (NASDAQ:GOOG) is staring down the barrel of fresh EU antitrust charges as regulators prepare to clamp down on its search dominance. The European Commission isn’t buying Google’s latest tweaks to its search results, arguing they still give unfair preference to its own services like Google Shopping, Google Flights, and Google Hotels. If the ruling goes against Google, it could be looking at fines up to 10% of its global annual revenuea potential multibillion-dollar blow that puts Big Tech’s regulatory risks front and center.
The crux of the issue? EU officials say Google is still squeezing out competitors in search rankings, and its recent changes don’t cut it. Google’s threat to revert to plain blue links hasn’t helped its case, with critics slamming it as a pressure tactic rather than a real fix. This probe is just one piece of a bigger crackdown, with Apple and Meta also under fire. The EU is making it clear: tech giants can’t play by their own rules anymore.
For investors, this is a risk worth watching. A major fine is one thing, but the real concern is whether Google will be forced to overhaul how it operates searchpotentially hitting its ad revenue and market dominance. With regulators worldwide tightening their grip, this showdown could set a precedent that reshapes the entire digital advertising landscape.
This article first appeared on GuruFocus.