All is fair in love and 'business', they say, but the European Union is having none of it.

It is slamming the world’s most popular internet search engine, Google for not dealing fairly with its competitors.

The European Union, through its anti-trust agency, has asked Google to pay $2.7 billion fine because of its alleged anti-competition practices.

It is the biggest fine the EU has ever imposed on a single company in an anti-trust case.

The European Commission said Google has 90 days to stop favouring its own shopping service or face further penalties per day of up to 5% of Alphabet’s average daily global turnover.

Alphabet is the company that owns Google.

The EU believes Google’s sins are many.

The EU competition enforcer has also charged Google with using its Android mobile operating system to crush rivals, a case that could potentially be the most damaging for the company, with the system used in most smartphones.

The company has also been accused of blocking rivals in online search advertising.

The Commission found that Google, with a market share in searches of over 90% in most European countries, had systematically given prominent placement in searches to its own comparison shopping service and demoted those of rivals in search results.

“What Google has done is illegal under EU antitrust rules. It denied other companies the chance to compete on the merits and to innovate.

“And most importantly, it denied European consumers a genuine choice of services and the full benefits of innovation,” European Competition Commissioner, Margrethe Vestager said in a statement.

But Google said its data showed people preferred links taking them directly to products they want and not to websites where they have to repeat their search.

“We respectfully disagree with the conclusions announced today. We will review the Commission’s decision in detail as we consider an appeal, and we look forward to continuing to make our case,” Kent Walker, Google’s general counsel, said in a statement.