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In an open letter to Ursula von der Leyen, President of the European Commission, 17 former European heads of state and government call for decisive action against Google’s monopoly in the ad tech sector. The aim of this initiative is to reduce US corporate dominance, protect media independence and strengthen European digital sovereignty.
A monopoly at the heart of concerns
The letter highlights that Google controls the entire ad technology chain, from tools for advertisers to platforms used by publishers to ad exchange systems. This monopoly, reinforced by the acquisition of DoubleClick in 2007, is singled out as a major obstacle to competition and innovation.
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The signatories rely on recent findings from the European Commission and the US Department of Justice, which consider that Google exercises excessive control over the adtech market.
Impact on European media
Google’s concentration of power has profound repercussions on the European media ecosystem. Publishers’ revenues are stagnating or even declining for some, threatening the viability of many media. This situation contributes to the appearance of “news deserts”, areas where access to independent local information is almost non-existent. The letter’s authors warn that this phenomenon weakens the media’s role in defending democracy and opens the way for the spread of disinformation.
A recent example is cited to highlight the risks of this dynamic: the summer riots in the United Kingdom, where the influence of technological platforms on public discourse is said to have exacerbated tensions. The signatories believe that this combination of media concentration and political power represents a threat to sovereignty, economic stability and public security.
Two key recommendations
To respond to these challenges, they propose two main lines of action:
- Structural measures against Google : The letter explicitly supports the possibility of a dismantling of Google’s adtech activities, as proposed by the European Commission. According to the signatories, this approach is necessary to restore fair competition and protect the integrity of digital markets.
- A “European Tech Deal” to stimulate innovation : Once the adtech market is rebalanced, they recommend increased support for European technology players. This plan would include increased use of existing regulatory tools, such as the Digital Services Act (DSA) and the Digital Markets Act (DMA), as well as strategic investments in the European digital ecosystem.
A test for European regulation
The European Commission’s expected decision on Google’s monopoly in adtech is a crucial step in affirming the European Union’s role as a global regulator. The signatories are calling for bold measures that will not only limit the influence of foreign platforms, but also preserve Europe’s digital and economic sovereignty.
The signatories of the initiative
The letter is supported by leading political figures, including Esko Aho (former Prime Minister of Finland), Jan Peter Balkenende (Netherlands), Dominique de Villepin (France), and Dalia Grybauskaitė (Lithuania). They are joined by 13 other former heads of state and government, representing a wide range of European countries.
