The European Publishers Council (EPC) has filed an antitrust complaint against tech giant Google with the European Commission, aimed at breaking the company’s hold over publishers and other entities that are part of its vast ad ecosystem. “It is high time for the European Commission to impose measures on Google that actually change, not just challenge, its behavior—behavior that has caused and continues to cause considerable harm, not just to Europe’s press publishers, but to all advertisers and eventually consumers in the form of higher prices (including ad tech fees), less choice, less transparency, and less innovation,” EPC Chairman Christian Van Thillo said in the Feb. 11 press release. The complaint accuses Google of embarking on unlawful practices to crush competition in the online advertising space, leading to market shares as high as 90 to 100 percent in the sector. Google’s ad program is “rife with conflicts of interests” as …