The European Commission has imposed a total fine of 890 million euros on Google, and its parent company Alphabet, for violations of the Digital Markets Act (DMA). The decision, finalized on July 23, 2026, marks a significant enforcement action against the technology giant, which the Commission has designated as a “gatekeeper” due to its powerful economic position, influence on the EU internal market, and intermediary role between business and end users.
According to Forbes Slovenija, the Commission initiated the investigation in March 2024, leading to the identification of two distinct infringements concerning the Google Search engine and the Google Play store.
Search Engine Preferential Treatment
The Commission found that Google violated the DMA by favoring its own services over those of competitors within its search results. Specifically, the investigation concluded that Google gave more prominent visual placement to its own offerings—including Google Shopping, as well as services for hotel bookings, transportation, and sports—while making competing services less visible. For this violation, Brussels imposed a fine of 460 million euros.
The ruling mandates that Google must now adopt measures to ensure equal treatment for third-party services within its search engine. The Commission notes that while Google has already begun testing certain changes to how results are displayed, it will continue to monitor the effectiveness of these adjustments.
Restrictions in Google Play
A second fine of 430 million euros was levied because Google failed to meet its obligations regarding the Google Play store. The Commission determined that Google technically prevented app developers from informing their users about cheaper offers available through other channels or directing them to those external purchasing options. Furthermore, the Commission found that the commissions and conditions imposed on developers were inconsistent with European legal requirements.
Under the current ruling, Google is required to allow developers to offer their applications outside of the Google Play store without interference.
Stakes and Compliance Deadlines
Google has been given 60 days to implement the necessary corrective measures. Failure to comply within this timeframe could result in additional periodic penalty payments, which Lider reports could reach up to five percent of the company’s total annual global turnover.
Alphabet retains the right to appeal the decision. In response to the ruling, Kent Walker, head of global affairs at Google, criticized the Commission’s decision. According to Forbes Slovenija, Walker stated that the company is being forced to remove real-time search features that European users value, such as immediate price comparisons and direct availability for flights, hotels, and restaurants, as well as to dismantle security measures within Google Play.
Broader Implications
The fine arrives amid heightened scrutiny of the trans-Atlantic trade relationship. As noted by Delo.si, the Republican president Donald Trump has previously characterized EU fines against American technology firms as a form of extortion or taxation, at times threatening retaliatory customs measures.
The Digital Markets Act was established to limit the dominant position of the largest technology platforms. By enforcing these rules, the European Commission aims to ensure fair competition and allow developers and other providers to access users without being dependent on the largest digital platforms. While the Commission acknowledged that Google has taken some steps toward compliance, it maintains that the current penalty is necessary to address the identified anti-competitive practices.
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