The EU Commission has fined Google 2.95 billion euros and demands profound changes in the company's advertising business. Competition Commissioner Teresa Ribera spoke of a "structural solution" that could force a partial sale of Google's adtech division in extreme cases. The US company announced an appeal and warned of negative consequences for European companies.

The penalty is part of a series of proceedings against US tech companies: Already in 2018, Google had to pay 4.12 billion euros due to Android practices. Now the company has 60 days to explain how it intends to implement the requirements. Otherwise, further steps from Brussels are threatened.

US President Donald Trump responded promptly and spoke on Truth Social of "very unfair" measures against American companies. He suggested a trade procedure that could lead to new tariffs on European goods. This increases the risk of a new transatlantic trade conflict just a few weeks after the conclusion of a fragile agreement between Brussels and Washington.

The EU defended its actions as a consistent application of competition law. "We will enforce our rules firmly and fairly, without fear or favor," Ribera said. The fact that Google has recently narrowly avoided a breakup ruling in the U.S. underscores the international pressure the company is currently under.