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Google hit by fresh EU antitrust probe over search ads pricing, Bloomberg News reports

Published by Global Banking & Finance Review

Posted on February 12, 2026

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· Last updated: February 12, 2026

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Feb 12 (Reuters) - Google is being investigated by the European Union over concerns it is illegally rigging the cost of advertising on its search engine, Bloomberg News reported on Thursday. (

EU Launches New Antitrust Investigation into Google's Ad Pricing

Overview of the Investigation

Feb 12 (Reuters) - Google is being investigated by the European Union over concerns it is illegally rigging the cost of advertising on its search engine, Bloomberg News reported on Thursday.

Concerns About Advertising Practices

(Reporting by Juby Babu in Mexico City)

Key Takeaways

  • The EU has launched a new antitrust investigation into Google.
  • The focus is on Google's search ads pricing practices.
  • Concerns arise over potential illegal rigging of ad costs.
  • Bloomberg News reported the investigation on Thursday.
  • The investigation highlights ongoing scrutiny of tech giants.

Frequently Asked Questions

What is antitrust?
Antitrust refers to laws and regulations designed to promote competition and prevent monopolies in the marketplace. These laws aim to protect consumers from unfair business practices.
What are search ads?
Search ads are a form of online advertising that appears on search engine results pages. Advertisers bid on keywords, and their ads are displayed when users search for those terms.
What is advertising pricing?
Advertising pricing refers to the cost associated with placing ads in various media. This can include costs per click, impressions, or fixed rates for ad placements.

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