A major decision against Google was stopped at the very last moment in Europe. The case involved the company’s advertising business, which has been under investigation by European officials for years. Regulators had prepared to announce a penalty this week, but the move was suddenly put on hold.
The surprise came when EU Trade Commissioner Maroš Šefčovič stepped in to block the decision. This happened despite strong objections from Competition Commissioner Teresa Ribera, who has been leading the antitrust case. The stop was highly unusual, as decisions of this type are normally pushed forward once the investigation stage is complete.
Google had been warned in advance that a decision was coming. According to people familiar with the matter, the company was expecting an announcement on Monday. Instead, the process was frozen at the very last stage.
The Pressure of Trade Tensions
The timing of this pause is linked closely to international trade tensions. The United States, under President Donald Trump, has been warning Europe against making tough moves against American technology companies. Just weeks ago, the U.S. signed a new trade deal that many in Europe saw as one-sided. Since then, Trump has threatened more action, including new tariffs and limits on the sale of U.S. technology abroad.
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These threats have created a tense atmosphere in Brussels. European officials are wary of escalating trade fights with Washington, especially at a time when the global economy is already facing uncertainty. The blocked Google decision is being seen as part of this wider effort to avoid immediate clashes with the U.S.
Trump has made it clear he will not tolerate what he views as “discriminatory” digital rules. In speeches and posts, he has warned he would impose “substantial additional tariffs” on European goods if tech giants like Google or other U.S. firms are hit with penalties he sees as unfair.
The Investigation Into Google’s Ad Business
The European Commission, the executive arm of the EU that drafts laws and enforces competition rules, has been investigating Google’s advertising practices for four years. The focus of the case is whether the company used its power in online advertising — often called Adtech, meaning the tools that deliver and track digital ads — to block rivals and distort fair competition. Officials shared their concerns with Google in a formal charge sheet two years ago.
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The case is important because it targets the core of Google’s business model. Advertising brings in most of the company’s revenue, and regulators believe certain practices may have harmed smaller competitors. The U.S. Department of Justice has also been investigating similar issues. Earlier this year, American authorities even suggested that Google’s advertising arm might need to be broken up.
Momentum toward a European penalty had been building since then. Many expected the EU to follow through with a fine or corrective measures. But now, the pause has left the process in limbo.
During a press briefing, the European Commission declined to give details. Spokespeople said the investigation was still ongoing and would only be considered finished once a decision was officially adopted. Teresa Ribera, who leads the case, also repeated that international cooperation on tech cases remained good, especially with American agencies.
For now, the outcome remains uncertain. What is clear is that trade politics have collided with competition law in a very visible way. A case that had been moving steadily toward a ruling was stopped suddenly because of wider fears about tariffs and threats from Washington.