Belgian Competition Authority launches investigation into Google for alleged advertising technology dominance abuse

The Belgian Competition Authority is investigating Google for suspected abuse of dominance in the online advertising sector, focusing on AdX and buying tools.

By: AXL Media

Published: Mar 3, 2026, 8:34 AM EST

Source: The information in this article was sourced from Van Bael & Bellis

Opening of formal antitrust proceedings

The Belgian Competition Authority (BCA) officially announced the commencement of an investigation into Google's conduct within the digital advertising ecosystem. The authority suspects that the technology giant has leveraged its market power to implement discriminatory practices, potentially violating Article 102 of the Treaty on the Functioning of the European Union and Article IV/2 of the Belgian Code of Economic Law. This move signifies a proactive stance by the national regulator against global digital platforms operating within its jurisdiction.

Focus on advertising intermediation services

At the center of the BCA investigation are the general terms and conditions governing Google’s intermediation services. These services act as the critical bridge between advertisers looking for placement and publishers seeking to monetize their digital space. While the BCA has not named a specific product in its primary charge, its technical references highlight Google’s ad exchange service, AdX, and its various Ad Buying Tools. AdX functions as a real-time marketplace for digital inventory, and the BCA is scrutinizing whether Google provides access to these tools in a way that unfairly disadvantages competing services.

Historical regulatory pressure in Europe

This investigation follows a series of high-profile legal challenges faced by Google across the continent. The European Commission has fined the company on four separate occasions for antitrust violations. Most recently, in September 2025, the Commission imposed a penalty of 2.95 billion EUR after concluding that Google favored its own display advertising technology services over those of competitors. Although Google has appealed that decision in Case T-794/25, the Belgian investigation suggests that national authorities are increasingly willing to pursue their own parallel inquiries into similar conduct.