netmeg - 2:54 pm on Mar 17, 2010 (gmt 0)
If you don't think that Google has already paid out beaucoup beaucoup bucks for lawyers to figure this stuff out for every country in which they operate, and craft the entire program to Google's advantage, you're just not thinking.
I suspect this investigation by Italy will lead to nothing. And I don't expect Google to change its policies. But on the off chance that it *does* go Italy's way, Google will just fire the Italian publishers. And the Italian advertisers will have a fit, and probably get the ruling overtuned.
AdSense is what it is. All you have to do is place a tiny piece of code on your site and watch the money roll in. You don't have to go out and find advertisers, design a delivery system, set a price, bill them - Google does all that hard work for you. In exchange, you give up a lot of control and transparency. That's the deal. You should have known that going in (God knows there's a ton of information - and complaints - about it), and once in, if it doesn't suit, there's absolutely nothing keeping you from removing the code, and doing the work yourself.
As mentioned above though, people rarely do, because it's a ton of work to do it yourself. I'm not sure Google is as much an advertising monopoly as it is an *easy* advertising monopoly.