Belgian Competition Authority Opens Probe into Google’s Role in Online Advertising Market

Key Takeaways

• Formal Investigation Launched: The Belgian Competition Authority has opened formal proceedings against Google in the online advertising sector under case reference CONC-RPR-26-0004.
• Dominance and Economic Dependence Under Review: The probe will assess potential abuses of a dominant position under Article 102 TFEU and Article IV.2 of Belgium’s Code of Economic Law, as well as possible infringements relating to economic dependence under Article IV.2/1 CEL.
• Focus on Intermediation Services: The investigation centers on Google’s ad exchange service (AdX) and its Ad Buying Tools, which operate across multiple layers of the digital advertising supply chain.
• Terms and Treatment in Question: Authorities are examining the general terms and conditions governing certain services, along with possible differences in treatment that may disadvantage users and/or competitors.
• No Presumption of Guilt: The opening of proceedings does not prejudge the outcome. The investigation remains at a preliminary stage, and Google will be fully involved in the process.

Deep Dive

Belgium’s competition watchdog has formally opened proceedings against Google over its practices in the online advertising sector, adding fresh regulatory pressure to a business model that sits at the heart of the digital economy.

The Belgian Competition Authority confirmed that its Prosecutor General decided to launch a formal investigation after a preliminary review of information submitted to the Authority, as well as evidence gathered by its own Prosecution and Investigation Service.

At issue is Google’s role across multiple layers of the online advertising supply chain. In today’s digital ad ecosystem, advertisers looking to promote their products and publishers seeking to monetize website space rely on a web of intermediation services to connect supply and demand. Google operates at several of those levels, including through its ad exchange service, AdX, which facilitates the buying and selling of ad inventory, and through its Ad Buying Tools, which allow advertisers to purchase advertising space.

Following its initial assessment, the Authority said there were “serious indications” of a possible infringement of competition rules prohibiting abuses of a dominant position under Article 102 of the Treaty on the Functioning of the European Union and/or Article IV.2 of Belgium’s Code of Economic Law. The investigation will also examine potential infringements relating to economic dependence under Article IV.2/1 of the Code.

The concerns center on the general terms and conditions governing certain Google intermediation services, as well as possible differences in treatment in the way those services are supplied. According to the Authority, such differences could operate to the detriment of users and/or competitors of Google’s services.

The digital sector is explicitly listed among the Authority’s enforcement priorities, placing this case within a broader push to scrutinize the conduct of large technology platforms in fast-moving markets.

As with any formal opening of proceedings, the Authority emphasized that the decision does not prejudge the outcome of the investigation, which remains at a preliminary stage. Google will be fully involved in the process as the case develops.

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