Yet another record fine against Google – yes, but…

On July 24, 2026, the European Commission imposed the highest fine ever levied under the Digital Markets Act (DMA): Google is required to pay 890 million euros because the company allegedly favored its own offerings and services in Google Search over those of other providers, in violation of Article 6(5) of the DMA. This involves various vertical search services, such as Google Shopping, Google Flights, Google Maps, and Google Translate. Information on train connections, restaurants, and sports results is also affected

Although Google’s AI summary feature (known as “AI Overview”) was not examined in this case, the European Commission indicated that favoring its own services over those of other providers even within the context of such AI summaries is likely to violate competition law.

The proceedings also address restrictions in the Google Play Store, Android’s app store. According to the European Commission’s findings, Google prevents app developers from linking from within the Play Store to cheaper purchasing and payment options that users could choose outside the Play Store. In doing so, Google is restricting competition. Google justifies this practice on the grounds of security concerns.

This isn’t the first time Google has faced criticism for self-preferencing

The fine imposed may seem like a lot at first glance, but this latest ruling isn’t the first one handed down against Google for so-called “self-preferencing.” As early as 2017, the European Commission imposed a fine of 2.42 billion euros because Google had favored its own shopping search service, “Google Shopping,” over third-party services. The European Court of Justice upheld this decision in 2024 (ECJ ruling of September 10, 2024, Case No. C‑48/22 P). The basis for the 2017 decision was Article 102 of the TFEU. The Commission deemed Google’s conduct to be an abuse of a dominant market position.

It therefore does not appear that heavy fines will deter Google from restricting competition in the European Union through unfair means for its own benefit. Furthermore, if one compares the fine of 890 million euros now imposed to Google’s projected annual revenue for 2025 of approximately 400 billion dollars (approximately 370 billion euros), Google should be able to absorb this “record fine.” Officially, the severity, nature, and duration of the violations found were taken into account in determining the fine. However, trade policy considerations and the European Union’s relationship with the United States likely also played a role. European digital regulation has repeatedly been a source of friction between the EU and the U.S.

What happens next?

Google now has 60 days to adjust its services and remedy the violations identified by the European Commission. It remains to be seen what this will look like and what it will mean for users. If Google fails to implement the Commission’s decision or does not do so in a timely manner, it faces additional fines of up to 5% of Google’s revenue.

However, the Commission’s decision is not yet final. Google can still appeal it.