She said the learnings from the current consultation would likely inform merger work even before the guidelines are finalised. /ends

Ribera told reporters: the timeline was on track & it was important the debate wasn’t hijacked by “vested interests.” Champions (of any size) are fine so long as they aren’t against consumers and competition.

She said the review had thrown up “contradictory” views & it was important to stay calm.

US has accused EU of picking on companies and Trump uses the word “tax” for fines/state aid repayment.

Ribera can now point out that not all cases end like that. Companies can cooperate and escape fines by immediately repairing the market.

#YinAndYang

"Now more than ever is important to the enforce our antitrust laws to all economic operators, including digital ones that represent a very relevant share of today’s markets."

Ribera: "This decision reflects the very complex and technical conducted by my team over the last four years. I am deeply grateful to everyone involved in this long and complex process for their commitment and dedication."...

For EU and the rules it seeks to impose and safeguard, as well as the trans-Atlantic relations and tech markets.

@teresaribera.ec.europa.eu says: "Today we act to protect all European citizens who use the internet by ensuring a well-functioning digital advertising market.