The fine of € 2,424,495,000 imposed by the Commission takes account of the duration and gravity of the infringement. In accordance with the Commission’s 2006 fine-tuning guidelines (see press release and MEMO), the fine was calculated on the basis of the value of Google’s revenue from its price comparison service in the 13 EEA countries concerned.
The Commission’s decision calls on Google to cease its illegal behavior within 90 days of the decision being taken and to refrain from any action that has the same or equivalent purpose or effect. In particular, the decision calls on Google to adhere to the simple principle of equal treatment of competing price comparison services and its own service:
Google must use the same procedures and methods to position and display competing comparison shopping services in the Google search results pages as it does for its own comparison shopping service.
It is Google’s sole responsibility to ensure compliance, and it is up to Google to explain how it intends to do so. Whichever option Google chooses, the Commission will closely monitor Google’s compliance with the rules and Google has a duty to keep the Commission informed of its actions (initially within 60 days of the decision, then on a regular basis Intervals).
Should Google fail to comply with the Commission’s decision, it would have to pay up to 5% of the average global daily turnover of Alphabet, the parent company of Google, for non-compliance. The Commission would have to determine this non-compliance in a separate decision, with any payment made retrospectively from the time the non-compliance started.
Finally, Google must also expect civil damages actions that can be brought before the courts of the member states by any person or company affected by its anti-competitive behavior. The new EU Antitrust Damages Directive makes it easier for victims of anti-competitive practices to obtain damages.