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Antitrust Pressure Mounts in the U.S.

 

Antitrust Pressure Mounts in the U.S.

Court Verdicts and DOJ Remedies

  • In April 2025, a U.S. federal court reaffirmed that Google illegally holds a monopoly in online search and advertising tech, marking its second major antitrust defeat following a 2024 ruling on search dominance reddit.comtribune.com.pk+3en.wikipedia.org+3reuters.com+3.

  • The Department of Justice and 38 state attorneys general have proposed sweeping remedies: forcing Google to divest Chrome, stop default search payments (e.g., to Apple), open up search and AI data, and potentially even break off the Android OS aa.com.tr+2ag.state.mn.us+2legacy.dataguidance.com+2.

  • While Google is appealing the court’s decisions, it faces mounting pressure as hearings continue and final remedies are expected around mid-2025 ag.state.mn.us+1aa.com.tr+1.



Shareholder Settlement Introduces Governance Reforms

  • In June, Alphabet (Google’s parent) agreed to invest $500 million over a decade to overhaul its compliance and antitrust governance—including forming new oversight committees—without admitting wrongdoing wsj.com+12business-standard.com+12tribune.com.pk+12.

  • This move aims to address shareholder concerns about the company's increasing legal exposure.

Employee Advocacy Signals Cultural Shift

  • Google recently reversed an internal policy that barred staff from discussing antitrust matters—an agreement reached with the Alphabet Workers Union after a National Labor Relations Board filing cnbc.com.

  • This signals a growing willingness among employees to engage with corporate accountability efforts.


Search Innovation Meets Regulation

AI Overview vs. Traffic Metrics

  • Amid privacy and direct-answer trends, Google has rolled out AI Overviews in search results.

  • Despite an observed dip in click volume, Google’s John Mueller argued that although fewer users click through, those who do engage more deeply—spending longer on sites and viewing more content ppc.land.

Implications for Publishers and SEO

  • The shift towards AI-first interfaces could dampen general web traffic, but quality-focused publishers stand to gain.

  • SEO strategies may need to evolve—prioritizing content value over clickbait titles.


 Global Competitive Scrutiny

  • The U.K.’s Competition and Markets Authority (CMA) has launched its own investigation into Google's market power in search and adtech, empowered by new Digital Markets legislation arxiv.org+3ppc.land+3wsj.com+3nypost.com+8euronews.com+8en.wikipedia.org+8.

  • Other regions—including Canada, Australia, Japan, and the EU—continue to scrutinize Google’s dominance in app markets, ad exchanges, and shopping services brookings.edu.


 What’s Next?

TimelineKey Events
Now – April/May 2025Remedies hearings for search-case continue; DOJ presses for structural reform business-standard.com+10ag.state.mn.us+10aa.com.tr+10
By Mid‑2025Judge Mehta expected to issue final orders (divestitures, default-payment ban, data sharing)
Global EnforcementAdditional rulings expected from the UK CMA, EU DMA, and Canadian regulators over the next year


 Summary

Google stands at a crossroads: facing far-reaching legal challenges and significant cultural shifts within its own ranks. Even as the company leads on AI-powered innovation, its business models—like browser control, search defaults, and adtech integration—are under intensive scrutiny. The next few months could reshape the company’s structure, strategy, and global influence.

Let me know if you'd like a deeper dive into its AI technology, regional regulatory fronts, or implications for web publishers!

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