LONDON — European Union regulators on Friday hit Google with a 2.95 billion euro ($3.5 billion) fine for breaching the bloc’s competition rules by favoring its own digital advertising services. This marks the fourth antitrust penalty for the company from Brussels.

The European Commission, the bloc’s executive branch, also ordered Google to end its self-preferencing practices and address conflicts of interest in the advertising technology supply chain. Google plans to appeal, calling the decision “wrong” and claiming it will harm European businesses.

The decision comes more than two years after the European Commission announced antitrust charges against Google.

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