MercoPress. South Atlantic News Agency

New chapter of the legal saga: Google will appeal a 2.4bn Euro penalty from the EU's antitrust regulator

Google has paid the fine and changed its behavior, but the company will strongly condemn the decision in the EU's General Court as ill-founded and unfair.

Google and the EU have a big day in court on Wednesday as the search engine giant enters a new phase of a legal saga that began a decade ago. The Silicon Valley juggernaut is appealing a 2.4 billion Euro (US$2.6 billion) fine from 2017 that was the first in a series of major penalties from the European Commission, the EU's powerful anti-trust regulator.

Google has paid the fine and changed its behavior, but the company will strongly condemn the decision in the EU's General Court as ill-founded and unfair.

“We're appealing the European Commission's 2017 Google Shopping decision because it is wrong on the law, the facts, and the economics,” the company said in an email. “Shopping ads have always helped people find the products they are looking for quickly and easily, and helped merchants to reach potential customers,” it added.

The case opens what will certainly be a long season of court dates for Google and the EU, with two other fine decisions also under appeal at the Luxembourg-based court.

The EU and Google have been locked in battle since 2010 when the commission first looked into accusations that the search engine was squeezing rivals from results in order to promote ads and Google Shopping, a price comparison service.

For several years Brussels and the US giant sought a negotiated settlement, but the EU abruptly reversed course in 2014 after the intervention of member states and the arrival of Margrethe Vestager who took over as EU competition chief.

Vestager, a former Danish finance minister, quickly became known for her relentless pursuit of US tech giants that drew attention worldwide. She has since racked up a total of US$9 billion in fines against Google and has slapped Apple with a 13 billion euro tax bill that boss Tim Cook dismissed as “political crap”.

The appeal hearing is to last three days with a decision not expected for a year. The case can then go to the EU's highest court, the European Court of Justice.

The EU's case mirrors similar litigation against Microsoft, a legal labyrinth that ran throughout most of the 1990s and early 2000s and saw the company fined about 1.4 billion Euros.

Google is expected to plead that the commission has wrongly applied arguments used successfully against Microsoft and that the company has the right to give advantage to its own services.

The company will also underline that the EU case erroneously failed to account for the spectacular rise of Amazon and eBay in its assessment of Google Shopping.