The European Commission is looking at a fine “sufficient to ensure deterrence” in its ongoing Android spat with Google, Reuters said.

The European authorities have been probing Google’s Android activities, including the incentives it provides to device makers in return for positioning Google apps prominently, for some time. It has looked at how this has impacted the competitive landscape for apps and alternative (non-Google) platforms.

Earlier this year, Google was accused of “stifling competition and innovation” with its actions.

According to the report, the Commission said Google “cannot punish or threaten” companies for not complying with its terms, and could face a large fine because anti-competitive practices, which started in January 2011, are still ongoing.

The penalty could be based on revenue generated from AdWords clicks by European users, Google Search product queries, Play Store app purchases and AdMob in-app ads, it was suggested.

The EC gave Google until 20 September to respond to the EC’s statements.

Google is also facing complaints that it favoured its own shopping services over those of rivals.