What did Belgium’s competition watchdog announce about Google?

It said it opened an investigation into the sale of online ads by Google.

Why did the Belgian authorities open the investigation?

They said they had serious indications that Google’s model for selling online ads was in breach of antitrust rules and appeared to abuse its market power.

What stage is the Belgian investigation in?

The authorities said the investigation is in a preliminary phase and the outcome is unclear.

Is Google already under antitrust scrutiny in Europe?

Yes. Google is the subject of several EU antitrust investigations and has been fined billions of euros in Europe for antitrust violations in recent years.

What did Google tell advertisers earlier this month about EU scrutiny?

Google said it risked another antitrust investigation by the European Commission over concerns it may be unfairly driving online advertising prices higher.

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Finance

Belgian Watchdog Opens Probe Into Google's Online Ad Price Practices

Published by Global Banking & Finance Review®

Posted on February 27, 2026

2 min read

Last updated: April 2, 2026

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Belgian Watchdog Opens Probe Into Google's Online Ad Price Practices

Quick Summary

Belgium watchdog opens probe into Google online ad pricing practices

Investigation and wider EU antitrust context

Belgium competition watchdog opens investigation

Key allegations and status of the probe

Serious indications of potential antitrust breach

Preliminary phase and uncertain outcome

Broader European Union scrutiny of Google

Existing EU investigations and past fines

Potential additional European Commission investigation

Google's response on Search ads and market impact

References

Key Takeaways

Frequently Asked Questions about Belgian watchdog opens probe into Google's online ad price practices