Lobbycontrol Calls for the Breakup of Google's Advertising Business

Activists from Lobbycontrol have urged the EU Commission to take action against Google's dominance in the advertising business. They argue that the current fines are insufficient to break the company's market power. This demand comes amid growing concerns about the monopolistic control that Google has over the digital advertising market. The organization highlights that Google generated over 200 billion euros in revenue from its advertising business in 2025. These enormous revenues enable the company to resist regulatory measures.

Activists emphasize that the EU Commission must take stronger steps to improve competitive conditions in the digital space. Lobbycontrol calls for the breakup of Google's advertising business to promote competition and improve market conditions. The activists argue that the current measures, such as fines, are not enough to jeopardize the company's monopolistic position. Instead, they demand structural changes that would allow for a genuine opening of the market. The EU has taken several measures against Google in recent years, including hefty fines for anti-competitive behavior.

Nevertheless, the question remains whether these measures are sufficient to reduce the company's market power. Lobbycontrol points out that the previous fines totaling 8 billion euros have not led to a significant change in the market. The discussion about Google's market power is not new. The company was criticized for its practices in the digital advertising market as early as 2021. Since then, the EU Commission has initiated several investigations to examine potential violations of competition law.

Activists are now calling for a quicker and more decisive response from the Commission. Some experts warn that breaking up Google's advertising business could have far-reaching consequences for the entire industry. They argue that such a measure could affect not only Google but also many smaller companies and startups that rely on the platform. Nevertheless, the activists stress that the current state of the market is untenable. The EU Commission has announced that it will review Lobbycontrol's demands.

A spokesperson stated that the Commission is committed to ensuring fair competition in the digital space. The next steps in this process are still unclear; however, discussions about Google's market power are expected to intensify in the coming months. The debate over the regulation of tech giants like Google is also being observed by other countries. In the USA and Australia, there are similar efforts to scrutinize the market power of large technology companies. These international developments could influence the decisions of the EU Commission.

Lobbycontrol activists have announced that they will continue their campaign and mobilize further support from civil society. They plan to launch a petition in the coming weeks to urge the EU Commission to take concrete action. The petition is set to be submitted by the end of September 2026. The discussion about Google's advertising business is also being conducted at the political level. Several EU lawmakers have already called for stricter regulation.

They argue that the digital economy is crucial not only for businesses but also for consumers. One lawmaker stated: "We must ensure that competition in the digital space is fair and not dominated by a few large companies." The EU Commission has previously emphasized its readiness to tackle monopolistic structures. The coming months could be decisive for how the regulation of Google and other tech giants will evolve. However, a specific timeline for the next steps has not yet been announced.