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India Expands Probe into Google’s Online Advertising Practices

By  |  August 3, 2025

The Competition Commission of India (CCI) has deepened its investigation into Google’s alleged anti-competitive conduct in the online advertising sector. The move follows a complaint submitted by the Alliance of Digital India Foundation (ADIF), which raised concerns about Google’s dominance and behavior in the digital ad space.

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    According to Business Standard, the CCI, in an order issued on August 1, announced that it would consolidate this latest case with other ongoing probes related to similar allegations. The commission directed its investigative wing, the Director General (DG), to submit a unified report examining Google’s practices in online advertising and AdTech intermediation services.

    “The DG is directed to investigate various alleged practices of Google in online advertising services and/or AdTech intermediation services and submit a consolidated investigation report in the matter accordingly,” the order stated.

    Per Business Standard, the ADIF’s complaint, lodged in 2024, accuses Google of leveraging its significant market power to suppress competition in both online search and display advertising. The foundation claims that Google’s extensive control over digital platforms, along with its heavy reliance on advertising—reportedly accounting for 97 percent of its revenue—creates an environment detrimental to fair competition and harmful to Indian digital businesses.

    Read more: India’s Antitrust Watchdog Clears Google Settlement in Android TV Case

    Google, in response to the order, acknowledged the commission’s decision and emphasized its cooperation. “We are reviewing the CCI’s orders. We welcome the CCI’s decision to dismiss one part of the complaint. We remain confident that our ongoing work with the CCI will affirm that Google’s advertising practices have consistently benefited advertisers, publishers, and users, and are fully compliant with competition law,” the company said in a statement.

    The CCI’s scrutiny of Google is not new. Since 2021, the regulator has been investigating the tech giant for various alleged abuses of market dominance. Notably, in 2022, Google was fined ₹936 crore for its Play Store billing practices and ₹1,337.76 crore for issues related to the Android mobile ecosystem.

    Source: Business Standard