Rossel seeks €832 million from Google for anti-competitive practices in the advertising sector

Rossel files complaint against Google for anticompetitive practices in online advertising

In 2025, the French and Belgian media sectors are going through a period of intense turbulence, exacerbated by Google’s unchallenged dominance in the online advertising space. The Belgian press group Rossel, renowned for its quality media, recently decided to take a major step: it is seeking the astronomical sum of €832 million from the American company. The reason? Anticompetitive practices that, according to it, distort competition in a market that is vital to the survival of media outlets. The context is clear: at a time when innovation in advertising is more crucial than ever, Google’s stranglehold raises legitimate concerns. The stakes go far beyond a simple financial dispute. This is a fight to preserve media rights and ensure a fair market, at a time when the dominance of digital giants is disrupting the rules of the game. Google’s anticompetitive practices in the advertising sector: a threat to competition For several years, Google has held a strategic position in online advertising, particularly thanks to its powerful tools like Google Ads. However, this exceptional position raises major questions. When a company simultaneously owns the distribution platform, the media purchasing software, and data management, the risk of abuse of a dominant position becomes palpable. Rossel’s legal battle comes at a time when other publisher associations and industry players are denouncing behavior that limits competition. Indeed, repeated findings show that Google favors its own services or imposes disadvantageous conditions on other players to access the market.

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Here are some concrete examples of practices for which it is accused:

💻

Denial of fair access

• to its advertising platforms for certain publishers or agencies 🔒 Restrictive conditions
• imposed on partners to use its tools 🔵 Biased pricing
• favoring its own offerings or devaluing those of its competitors 🛑 Abuse of position
• to eliminate competition by locking down access to key data 🧩 Vertical integration
• that limits the freedom of others in the sector Practices Consequences

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Reduced diversity

of media available online

• 📉 Financial difficulties for independent media
• 🚧 Obstacles to innovation in editorial creation
• 🤝 Weakening ties with the local community
• Actors like Rossel are insisting that European and French legislation take stricter measures to regulate this dominance. The question is simple: should a single player be allowed to decide who can exist in the media sphere? Or should we encourage genuine competition that guarantees freedom of expression and a variety of information sources? The answer seems obvious when we look at market concentration. What is the legal response to Google’s anticompetitive practices? The European and French competition authorities are playing a key role in this battle. In 2025, they stepped up their efforts to limit Google’s influence. The recent €220 million fine imposed by the Competition Authority for its restrictive practices demonstrates a real change of direction. Pierre Dor, a competition law expert, explains that “European institutions are beginning to take seriously the need to preserve competition in a key sector where innovation and diversity are threatened.” Furthermore, European legislation goes even further by considering specific measures to impose complete transparency on data use and prevent any abuse of dominant positions. The implementation of these new regulations is essential to prevent such anticompetitive practices from becoming the norm.

For more information, see this article from La Presse, which details the ongoing efforts to restore healthy competition in the sector.

https://www.youtube.com/watch?v=TgS7WyrbDa8

The challenges for media, innovation, and the digital futureBeyond the legal issues, the media sector’s capacity for innovation is threatened. The concentration of the advertising market, accentuated by Google’s practices, is fostering the emergence of a single, difficult-to-contest model. Traditional and digital media must fight to maintain their space, revenues, and editorial freedom. 🚀 Foster a plurality of stakeholders for sustainable innovation 💡 Encourage alternative solutions to Google tools 🤝 Strengthen cooperation between media to confront monopolists

🎯 Implement effective regulations to preserve competition

European initiatives such as the Commission’s initiative are attempting to defragment this closed market. These efforts, combined with rigorous legislation, could give media outlets the opportunity to thrive in a fairer environment. It is crucial to continue monitoring these developments, as their impact goes beyond the purely economic to directly affect democracy and freedom of expression. FAQWhy is Rossel suing Google? Because it believes that Google engages in anti-competitive behavior that harms competition in the advertising sector, jeopardizing the survival of independent media.

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Authorities such as the Competition Authority can impose significant fines and impose measures to restore competition.

How can the market evolve in the face of these challenges?

• By strengthening regulation, promoting transparency, and supporting alternative initiatives to Google, the market could regain a healthy and innovative dynamic.
• Source:
• www.lesoir.be

Écrit par

Kevin Grillot

Consultant Webmarketing & Expert SEO.

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