Google Made Your Shopping More Expensive

When prices rise, we’re often told it’s down to inflation, fuel costs, or supply issues. But there’s another hidden factor that rarely gets mentioned: the cost of online advertising. And in Europe, one company has been driving those costs higher than they should be — Google.

The European Commission has fined Google for abusing its dominant position in the online advertising market, known as “Adtech.” This isn’t just a fight between Brussels and a tech giant. It matters to you, the consumer, because inflated advertising costs end up directly in the prices you pay.

How Google’s monopoly hit your wallet

Businesses rely on digital ads to reach customers. When Google controls the system, it can set unfair terms and keep prices high. Companies then pass those extra costs straight on to shoppers. That means you’re not just paying for the product — you’re paying for Google’s grip on the ad market too.

Here’s where you’ll notice it most:

Fashion and lifestyle: Clothes, sportswear, and cosmetics are marketed heavily online. Those higher ad costs show up on the price tags.
Travel and holidays: Airlines, hotels, and booking sites spend big on digital ads. The more they pay, the more your tickets cost.
Electronics and gadgets: Phones, headphones, tablets, and smart devices — all priced higher because ad costs are built in.
Everyday shopping: Even groceries and takeaways come with hidden ad costs. Delivery apps and supermarkets spend millions competing for visibility online.
Why the EU’s action matters

By holding Google accountable, the EU is doing more than handing out a fine. It’s working to open up the ad market to fair competition. That means businesses get more choice, ad costs go down, and consumers are protected from needless price hikes built into everyday products.

The bottom line

Google’s ad monopoly quietly raised the cost of your purchases — from your trainers to your holidays. The EU’s intervention is about more than competition law; it’s about protecting your wallet.

Put simply: Google made your shopping more expensive. Now the EU is fighting back.

Please note: The information provided is based upon our understanding of current legislation. It is not legal advice but is provided freely to enable you to be properly informed. We recommend that if you are considering taking action, you should seek professional advice.