EU Considers Action Against Google's Adtech Practices

EU antitrust officials may order Google to cease anti-competitive practices in adtech but won't issue a breakup order initially. A future breakup could occur if violations continue, echoing a Microsoft case. The decision may come after antitrust chief Vestager's term due to case complexity.

EU antitrust officials are weighing an order for Alphabet's Google to halt its anti-competitive practices within its adtech sector. However, a breakup order, which was previously suggested, will not be issued initially, according to sources familiar with the matter.

Sources indicated that a breakup directive could be considered at a later stage if Google persists in its anti-competitive behavior. They referenced a precedent-setting case involving Microsoft from two decades ago, suggesting the European Commission's decision is still subject to change.

Due to the complexity of the case, a decision from the EU is unlikely before antitrust chief Margrethe Vestager leaves office in November, although it remains a theoretical possibility, the sources added.

(With inputs from agencies.)