20260227_Press_release_7_BCA.pdf (This hyperlink opens a new window)

20260227_Press_release_7_BCA.pdf (This hyperlink opens a new window)

City Atrium T +32 2 277 52 72 info@bma - abc.be Rue du Progrès 50 http://www.belgiancompetition.be 1210 Brussels PRESS RELEASE N° 7 /202 6 27 February 2026 The Belgian Competition Authority confirms the opening of proceedings against Google in the online advertising sector The Belgian Competition Authority (“BCA”) has opened proceedings against Google following reports relating to certain practices in the online advertising sector. In the online advertising sector, advertisers wishing to promote their products, and publishers wishing to moneti s e advertising spaces on their websites , are connected th r ough various intermediation services. Google supplies services on the different intermediation levels of the online advertising sector, including an ad exchange service, allowing the sale and purchase of advertising spaces (“AdX”) and services allowing advertisers to purchase advertising spaces (“Ad Buying Tools”). Following a preliminary analysis of the information brought to the BCA’s attention and of evidence gathered by the Prosecution and Investigation Service on its own initiative , the Prosecutor general has concluded that there were serious indications of a possible infringement of competition rules prohibiting abuses of a dominant position (Article 102 TFEU and/or Article IV.2 of the Code of Economic Law (“ CEL ”) ) and/or of economic dependence ( A rticle IV.2/1 CEL), and therefore decided to open a formal investigation pursuant to Article IV.39, 2° C EL . The practices in question relate in particular to the general terms and conditions of use of certain Google intermediation services, as well as possible differences of treatment in the supply of these services, to the detriment of users and/or competitors of Google ’s services. These practices take place in the digital sector, which features among the BCA’s enforcement priorit ies . The case bears the reference CONC - RPR - 26 - 0004. The opening of proceedings does not prejudge the possible outcome of the investigation , which is still at a preliminary stage, and Google will be fully involved in the proceedings. Conduct or practices that may constitute a breach of the Belgian and EU competition rules can be reported in a fast and secure way via the BCA’s reporting line accessible at www.bma - abc.be (see ‘ Report a competition issue? ’) . For more information , please contact: Damien Gerard Prosecutor general Tel: + 32 (2) 277 76 57 E - mail: damien.gerard@bma - abc.be Website: www.bma - abc.be

Belgian Competition Authority Launches Investigation into Google's Advertising Practices

The Belgian Competition Authority (BCA) has confirmed the opening of proceedings against Google, prompted by reports concerning its practices in the online advertising sector. This investigation is part of the BCA's enforcement priorities in the digital sector.

Google operates various intermediation services that connect advertisers and publishers, including an ad exchange service (AdX) and ad buying tools. The BCA's preliminary analysis indicated serious concerns regarding potential infringements of competition rules, specifically related to abuses of a dominant position and economic dependence.

The investigation will examine Google's general terms and conditions for its intermediation services and any possible discriminatory practices that may disadvantage users or competitors. The case is currently at a preliminary stage, and Google will have the opportunity to participate fully in the proceedings.



Belgian Competition Authority Launches Investigation into Google's Advertising Practices

The Belgian Competition Authority has initiated formal proceedings against Google over potential abuses in the online advertising sector, focusing on its intermediation services.