Google (GOOGL.O) on Thursday formally rejected European Union antitrust charges of unfairly promoting its shopping service and blocking rivals in online search advertising, paving the way for EU regulators to rule next year on these issues and potentially impose hefty fines. The U.S. technology giant's rebuttal in the shopping case came six years after the European Commission opened an investigation prompted by complaints from rivals such as Microsoft (MSFT.O) and a host of European and U.S. rivals. The EU regulator followed up with an anti-competitive charge against the company in April last year and added more evidence in July this year.

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