Changing advertising

Today Programme

BBC Radio 4

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Sir John Hegarty, founder of the agency Bartle Bogle Hegarty, has been talking to BBC Radio 4's Today Programme about the impact of the likes of Google on the advertising industry.

This follows yesterday's €1.49bn (£1.28bn) fine for Google from the EU for blocking rival online search advertisers.

"The argument always is are they disrupting for good or are they disrupting just for their own purposes," he says.

In the past he said, advertising used creativity and you knew newpapers were priced in a certain way because they carried advertising. Now, advertising is more targeted by what people are watching.

Google fined

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Google has been fined by the competition authorities in Brussels over anti-competitive practices.

The €1.5bn (£1.3bn) fine is for blocking rival online search advertisers.

"Google has cemented its dominance in online search adverts and shielded itself from competitive pressure by imposing anti-competitive contractual restrictions on third-party websites. This is illegal under EU antitrust rules. The misconduct lasted over 10 years and denied other companies the possibility to compete on the merits and to innovate - and consumers the benefits of competition," said Commissioner Margrethe Vestager.

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