News of the fine, which “accounts for around 40 percent of Google’s 2017 net profit of $12.62 billion,” has already had an impact—the Journal reported that following the announcement, “Shares in Alphabet, the company’s parent, fell as much as 1.1 percent in premarket trading.” Google says it will appeal the decision.

Noting that the penalty “dwarfs Google’s previous $2.7 billion record-breaking fine from the EU last year over manipulated search results,” The Verge offered a comparison to those levied against other tech firms:

While the fine and mandate for changes were welcomed by tech experts, some called on Vestager to go further. Tweeting from a Wednesday morning press conference featuring Europe’s comeptition chief, Open Markets Institute fellow Matt Stoller posed that the company should be broken up.

Executive director of the European Publishers Council Angela Mills Wade, meanwhile, urged EU regulators to go after Google for its dominance in digital advertising.

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