The European Commission said it has fined Google €2.95 billion for allegedly breaching EU antitrust rules by distorting competition in the advertising technology industry (adtech).

“It did so by favouring its own online display advertising technology services to the detriment of competing providers of advertising technology services, advertisers and online publishers,” said the Commission.

“The Commission has ordered Google (i) to bring these self-preferencing practices to an end; and (ii) to implement measures to cease its inherent conflicts of interest along the adtech supply chain.

“Google has now 60 days to inform the Commission about how it intends to do so.”

Google said the decision was “wrong” and that it would appeal.

“It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money,” said Lee-Anne Mulholland, the company’s global head of regulatory affairs.

European Commission executive vice-president Teresa Ribera said: ” … Google abused its dominant position in adtech harming publishers, advertisers, and consumers.

“This behaviour is illegal under EU antitrust rules. Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies. Digital markets exist to serve people and must be grounded in trust and fairness.

“And when markets fail, public institutions must act to prevent dominant players from abusing their power. True freedom means a level playing field, where everyone competes on equal terms and citizens have a genuine right to choose.”