CCI widens antitrust probe against Google in online adtech segment

CCI orders a consolidated investigation into Google's online advertising practices, based on a 2024 complaint from ADIF and links it with existing antitrust cases

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The Competition Commission of India (CCI) has expanded its investigation into Google’s anti-competitive practices in online advertisement, based on the complaint filed by the Alliance of Digital India Foundation (ADIF).

 

In an order passed on August 1, the CCI said that it will club the present matter with the ongoing investigation in similar cases.

 

“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,” said the order.

 

Google in a statement said: “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.”

 

 

ADIF in 2024, had filed a complaint with the CCI against technology major Google for alleged anti-competitive practices in online advertising. The complaint outlined Google’s dominant position and alleged abusive behaviour in both the online search advertising and online display advertising markets.

 

ADIF contends that Google’s control over major online platforms, coupled with the fact that it derives 97 per cent of its revenue from advertising, has led to practices that “stifle competition and adversely affect Indian businesses.”

 

The CCI has been investigating Google since 2021. In 2022, CCI had fined Google with ₹936 crore for abusing its dominant position with its Play Store policy. Google was also fined ₹1,337.76 crore in the android mobile device ecosystem.