The European Commission has made a formal antitrust complaint against Google and its ad business. In a preliminary opinion, the regulator says Google has abused its dominant position in the digital advertising market. It says that forcing Google to sell off parts of its business may be the only remedy, if the company is found guilty of the charges.
This would be a significant move targeting the main source of the search giant’s revenue, and a rare example of the EU recommending divestiture at this stage in an investigation. The Commission has already fined Google over three prior antitrust cases, but has only previously imposed “behavioral” remedies — changes to its business practices.
Music to my ears. Companies exist to serve society, and if they no longer serve society by becoming too large, too powerful, and too wealthy, thereby massively restricting competition, they must be chopped up into smaller parts to create breathing room in the market. Google, Amazon, Apple, Microsoft – and that’s just the tech sector – all need to be broken up to allow newcomers to fairly compete.