The European Union on Thursday imposed a fine of 890 million euros (about $1 billion) on Google, accusing it of violating digital antitrust rules by using its Google Play store and search engine to steer consumers toward its own services and apps at the expense of competitors.

The fine is part of the latest broad campaign by the European Union against big tech companies, aiming to curb the influence of some of the world's largest firms, from Silicon Valley to Beijing, and boost competition in digital markets.

Google recently lost an appeal against a $4.5 billion fine imposed over allegations of stifling competition and reducing consumer choice by exploiting the dominance of its Android mobile operating system.

The European Commission, the EU's executive arm, said its actions aim to protect consumer interests and ensure a fair competitive environment.

Teresa Ribera, the European Commission's executive vice president for clean, fair and competitive transition, said: 'The best products should succeed because they are the best, not because they belong to the company that runs the search engine. European consumers have the right to be directed by app developers to the best offers, even if the app store owner does not get a cut of the profits.'

For his part, Kent Walker, Google's president of global affairs, strongly criticized the fine, calling it a 'degradation of product quality driven by a small group of complainants pursuing their own interests,' warning that the decision could harm European businesses and consumers.

Walker added that the EU's Digital Markets Act forces Google to 'remove instant search features that European users like, such as live prices and availability for hotels, flights and restaurants, and dismantle protections for the Google Play store.'

Thomas Regnier, a European Commission spokesperson, said: 'In the European Union, companies have the right to compete on a fair basis. Regulators have a responsibility to ensure a level playing field, and consumers have the right to access alternative offers at lower prices.'