EU survey on Google AdSense nearing completion

Margrethe Vestager, EU Commissioner for Competition, has confirmed that the EU antitrust investigation on Google AdSense will soon be closed.

"We are nearing the end of this investigation," Vestager told reporters at the Lisbon Web Summit, according to Reuters.

The findings of the investigation are eagerly awaited as they could lead Alphabet, Google's parent company, to another historic fine. The EU has fined the company 2.4 billion euros for downgrading competing shopping services during searches and a record fine of 4.34 billion euros for restrictions illegal imposed on the use of android.

The AdSense survey, along with the first two cases, aims to determine whether Google has abused its dominant market position to stifle competition. Google denies all costs, but Vestager and the EU believe that the company has prevented third parties from using its advertising tool to display search ads from its competitors.

Vestager has led the charge against tech giants and is easily one of the most recognizable politicians in the field of technology. She has put a lot of emphasis on the need for technology to serve people and Google's illegal competition, for example, stifles technological innovation.

At present, the AdSense affair will be the last chapter in the EU's long struggle to tame the tech giant – and it is probably a dramatic affair judging by the previous fines. However, it is unlikely that the EU will stop there, as Vestager, the engine of technology, will probably seek to remain as Commissioner of Competition for another five-year term.

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