Lobbycontrol calls for the breakup of Google's advertising business

On September 7, 2026, the organization Lobbycontrol called on the European Commission to take action against Google's dominant market position in the advertising business. The activists argue that the current fines against the company are insufficient to limit its influence on the market. They demand a comprehensive dismantling of Google's advertising business to enable fairer competition.

The discussion about Google's market power is not new, but it is gaining urgency given the company's enormous revenues. Lobbycontrol highlights that Google's advertising revenues were estimated to be 250 billion euros in 2025, which intensifies concerns about monopolistic behavior. Activists argue that the EU Commission must take tougher measures to improve competitive conditions in the digital market.

Current Developments in the EU

The EU has launched several initiatives in recent years to regulate the market power of large technology companies. These include the Digital Markets Act (DMA) and the Digital Services Act (DSA), which aim to create fair competitive conditions and strengthen consumer protection. Despite these efforts, Google remains a dominant force in the online advertising market, leading to growing concern among European activists.

Lobbycontrol emphasizes that the EU's previous measures are insufficient to reduce Google's influence. The organization calls for a profound reform that includes not only fines but also structural changes within the company. These reforms could involve dismantling Google's advertising business to promote competition and improve market conditions.

Reactions from Politics

Politicians from various European countries have supported Lobbycontrol's demands. Some Members of the European Parliament have already expressed their concerns about Google's market power and are calling for swift action from the EU Commission. These political voices could increase pressure on the Commission to take measures that go beyond previous approaches.

The discussion about Google's market power has also led to a broader debate about the role of technology companies in society. Critics argue that the concentration of power in the hands of a few companies not only restricts competition but also has negative effects on user privacy and data sovereignty. These concerns could prompt the EU to take more decisive steps.

The EU Commission has already announced that it will examine the situation and discuss possible measures. The coming months could be crucial in determining how the EU responds to the demands of Lobbycontrol and other activists. The discussion about dismantling Google's advertising business could thus reach a new peak.

Google's market power remains a central issue in European politics. The EU Commission is under pressure to take action that promotes competition in the digital sector and limits the dominance of large technology companies. Lobbycontrol and other organizations will closely monitor developments and continue to advocate for a reform of market conditions.