First fine imposed on Google under the DMA. The DMA means Digital Markets Act, in French Digital Markets Regulation.It sets out in advance the rules that Google, Apple, Meta, Amazon, and others must follow to prevent them from stifling competition.
The amount is making headlines. Yet the real issue lies elsewhere: in the obligations imposed on Google, in Brussels’ new powers, and in the balance of power with the United States.
Two decisions, two violations
On July 23, 2026, the European Commission fined Google 890 million euros under the Digital Markets Act (DMA): 460 million for favoring its own services in Google Search and 430 million for preventing Google Play developers from directing users to less expensive offers outside the platform.
The first ruling concerns the ranking of search results; the second concerns developers’ commercial freedom. This is the first ruling against Google under the DMA and the most significant since the law took effect.
Two offenses, two consequences
The ruling that Google Search’s ranking is «fair, transparent, and non-discriminatory» opens up a complex debate about the search engine’s algorithms and architecture, which will likely lead to several years of litigation.
Conversely, the prohibition on preventing developers from promoting alternative offers is a simple rule that can be verified immediately. It is therefore this second decision that should produce the most immediate results.
Why 890 million Is Still a Modest Penalty
The DMA authorizes fines of up to 10 % of the access controller’s global revenue. For Alphabet, this would amount to several tens of billions of euros.
The 890 million fine imposed on Google is therefore still far below the legal cap, just as the fines imposed on Apple and Meta in 2025 were.
The issue isn't the fine
Google now has 60 days to comply. If it fails to do so, the Commission may impose a daily penalty of up to 5 % of its daily global revenue. This financial pressure could quickly exceed the initial fine.
What the DMA Really Changes
The real revolution lies not in the amount of the penalties but in how quickly they are imposed. Once a platform is designated as an «access controller,» certain obligations take effect immediately, without the need to demonstrate their impact.
The real challenge: determining the remedy
The 2.42 billion euro fine imposed in the Google Shopping case has not restored effective competition. The question remains: What constitutes a truly non-discriminatory ranking in Google Search?
An Issue That Has Taken on Geopolitical Dimensions
The DMA now goes beyond competition law alone. Brussels must balance the credibility of its regulation with the risk of trade tensions with the United States.
The Caribbean Perspective
The DMA is fully in effect in Martinique and Guadeloupe. Local businesses enjoy the same rights as they do throughout the European Union, but they are more dependent on major platforms due to a lack of local alternatives.
What matters most is not the 890 million euros, but the compliance orders, the daily penalty payments, and the DMA’s ability to truly open up digital markets to competition. Gdc
