Google, the US-based tech giant and search engine leader, has proposed modifications to its ad technology and search results in an effort to resolve a potential $3.4 billion (€2.95 billion) penalty from the European Union (EU). Bloomberg reported the development on Friday, November 14, 2025, highlighting growing regulatory pressures on the company.

The European Commission has been investigating Google since March 2025, alleging that the company unfairly prioritized its own services—such as Google Shopping, Google Hotels, and Google Flights—over those of competitors. The EU claims Google has leveraged its dominant market position to favor its ad exchanges, a practice that could attract additional fines if violations persist.

In a blog post, Google’s parent company, Alphabet, outlined proposed changes to address these concerns. Key measures include giving publishers the ability to set minimum prices for bidders on Google’s Ad Manager platform, as well as improving interoperability across its ad tech services to provide greater choice for advertisers and publishers.

Despite these proposals, Google maintains its disagreement with the EU’s September decision and has indicated plans to appeal. The company emphasized its aim to reach a balanced resolution to conclude the EU investigation while acknowledging ongoing regulatory risks. A spokesperson noted that the firm is “committed to offering more flexibility to publishers and advertisers while defending its legal position in Europe.”

The outcome of these negotiations could reshape digital advertising in Europe, affecting publishers, advertisers, and competitors alike. Google’s actions underscore the increasing scrutiny that Big Tech faces from European regulators, particularly in markets where dominance can influence consumer choice and competition.