Google is under fresh regulatory scrutiny in India after the Competition Commission of India (CCI) ordered a detailed probe into the tech giant&rsquo;s conduct in the online advertising ecosystem. The investigation follows a complaint from the Alliance of Digital India Foundation (ADIF), which accused Google of engaging in anti-competitive practices across its advertising technology stack.
The CCI announced it would consolidate this complaint with other ongoing investigations related to Google's AdTech dominance. However, in a separate ruling, the Commission dismissed another ADIF complaint, saying its claims had already been addressed in earlier cases.
A Google spokesperson responded, saying, &ldquo;We are reviewing the CCI&rsquo;s orders. We welcome the decision to dismiss one part of the complaint. We remain confident that our practices benefit advertisers, publishers, and users, and comply fully with competition law.&rdquo;
ADIF alleged that Google is self-preferencing its services within the AdTech ecosystem, including practices such as bundling its publisher ad server with its ad exchange and linking YouTube ad inventory access to its own demand-side platform.
Finding merit in the allegations, the CCI said there was prima facie evidence suggesting Google may be abusing its dominant position, warranting further scrutiny under Section 4 of the Competition Act.
This move intensifies the regulatory pressure on Google in India, where the company has already faced multiple antitrust challenges in the past.

Google Faces CCI Probe Over AdTech Market Conduct

CCI orders consolidated probe into Google’s AdTech practices after ADIF complaint

Google Faces CCI Probe Over AdTech Market Conduct

CCI orders consolidated probe into Google’s AdTech practices after ADIF complaint

August 3, 2025 | 16:31 IST