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Belgium Opens Antitrust Probe Into Google’s Online Advertising Practices

By  |  March 1, 2026
Google, AI investments

Belgium’s competition regulator has launched a preliminary investigation into Google’s online advertising operations, citing potential breaches of antitrust laws, according to Reuters. The watchdog announced Friday that it is examining whether the technology giant’s model for selling digital advertisements may constitute an abuse of its dominant market position.

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    In a statement, the authority said it had “serious indications” that Google’s approach to online ad sales could be incompatible with competition rules. The regulator noted that the inquiry remains at an early stage, and no conclusions have yet been reached regarding possible violations, per a report by Reuters.

    The move adds to mounting scrutiny of Google’s advertising business across Europe. In recent years, the company has faced multiple investigations by European Union authorities and has been ordered to pay billions of euros in fines related to antitrust infractions, according to Reuters. European regulators have repeatedly examined whether Google’s size and influence in digital markets limit fair competition.

    Read more: Google Revamps Search Results in Europe Amid EU Scrutiny

    Earlier this month, Google informed advertisers in a letter that it could face another potential antitrust investigation by the European Commission. The concern, as described in the correspondence, centers on whether the company’s practices might be pushing online advertising prices higher than they would be under more competitive conditions, according to Reuters.

    Google, which commands a substantial share of the global online advertising market, has defended its business model. The company has said that advertising through Google Search enables smaller enterprises to compete with larger brands and supports free access to online content for users.

    The Belgian investigation represents the latest chapter in Europe’s broader efforts to regulate major technology firms and ensure compliance with competition standards. Authorities have not indicated when they expect to reach a decision in the case.

    Source: Reuters