cross-posted from: programming.dev/post/36929877

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Pro

2025-09-05 16:35:15

[JS Required] Google Fined 2.95-billion-euro ($3.45 billion) by EU Over Ad-Tech Business

::: spoiler Comments
- Hacker News.
:::

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Commission fines Google €2.95 billion over abusive practices in online advertising technology

The European Commission has fined Google €2.95 billion for breaching EU antitrust rules by distorting competition in the advertising technology industry (‘adtech\'). It did so by favouring its own onli

^{European Commission - European Commission}

cross-posted from: programming.dev/post/36929877

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Pro

2025-09-05 16:35:15

[JS Required] Google Fined 2.95-billion-euro ($3.45 billion) by EU Over Ad-Tech Business

::: spoiler Comments
- Hacker News.
:::

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Commission fines Google €2.95 billion over abusive practices in online advertising technology

The European Commission has fined Google €2.95 billion for breaching EU antitrust rules by distorting competition in the advertising technology industry (‘adtech\'). It did so by favouring its own onli

^{European Commission - European Commission}

cross-posted from: programming.dev/post/36929877

Pro

2025-09-05 16:35:15

[JS Required] Google Fined 2.95-billion-euro ($3.45 billion) by EU Over Ad-Tech Business

::: spoiler Comments
- Hacker News.
:::

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Commission fines Google €2.95 billion over abusive practices in online advertising technology

The European Commission has fined Google €2.95 billion for breaching EU antitrust rules by distorting competition in the advertising technology industry (‘adtech\'). It did so by favouring its own onli

^{European Commission - European Commission}

Labor organizers have been trying to form a union at the parks for years but did not have the necessary support until this year when the Trump administration’s mass firings left the parks service in turmoil, the Los Angeles Times reported.

“Every day you come to work and you have no idea what is going to happen next. It’s like we are all being subjected to psychological warfare,” a staffer said this spring.

Earlier this year at Yosemite, laid-off employees hung a US flag upside down, a symbol of distress, at the park’s El Capitan to bring attention to the cuts.

Beleaguered workers at Yosemite and Sequoia & Kings Canyon flock to unionize

Amid Trump's onslaught, nearly all voted yes.

^{Mother Jones}

In a 2-1 ruling, the appellate court in Atlanta, Georgia, granted a request from the state of Florida and the US homeland security department to block a lower court injunction while a lawsuit plays out.

"Alligator Alcatraz is in fact, like we've always said, open for business," said Florida Governor Ron DeSantis.

Last month, US District Judge Kathleen Williams ordered a halt to the facility's expansion and for its dismantling to begin within 60 days.

'Alligator Alcatraz' immigration centre can stay open, appeals court rules

Florida Governor Ron DeSantis welcomes the ruling and declares the Everglades site "open for business".

^{Jude Sheerin (BBC News)}

"As of today, it is our understanding that none of those detained is directly employed by Hyundai Motor Company," it said in statement. "We prioritize the safety and well-being of everyone working at the site."

At a press conference on Friday, an official with the US Immigration and Customs Enforcement (ICE) said "there was a majority of Korean nationals from the 475" people detained.

"They are in the custody of ICE enforcement and removal operations," Special Agent Steve Schrank said, adding that they were taken to a processing facility in Folkston, Georgia.

"They will be moved based on the individual circumstances beyond that," he said. "This in fact was the largest single-site enforcement operation in the history of homeland security investigations."

South Koreans detained in ICE raid at Hyundai electric vehicle site in Georgia

Most of the 475 arrested were from South Korea, leading the country to call the raid an unjust infringement of people's rights.

^{Robin Levinson King and Kayla Epstein (BBC News)}

cross-posted from: programming.dev/post/36929877

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Pro

2025-09-05 16:35:15

[JS Required] Google Fined 2.95-billion-euro ($3.45 billion) by EU Over Ad-Tech Business

::: spoiler Comments
- Hacker News.
:::

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Commission fines Google €2.95 billion over abusive practices in online advertising technology

The European Commission has fined Google €2.95 billion for breaching EU antitrust rules by distorting competition in the advertising technology industry (‘adtech\'). It did so by favouring its own onli

^{European Commission - European Commission}

::: spoiler Comments
- Hacker News.
:::

Google abused its power by favouring its own online display advertising technology services to the detriment of its competitors, online advertisers and publishers.

As a result of Google's illegal practices, advertisers faced higher marketing costs which they likely passed on to European consumers in the form of higher prices for products and services. Google's tactics also reduced revenues for publishers, which may have led to lower service quality and higher subscription costs for consumers.

Google's abusive behaviour therefore had a negative impact on all European citizens in their day-to-day use of the web.

This is illegal under EU competition rules and therefore our decision orders Google to pay a fine of €2.95 billion.

In line with our usual practice, we increased Google's fine since this is the third time Google breaks the rules of the game. But a mere fine in this case is not enough to deliver real and tangible solutions for the market and to protect our consumers.

This is why we have also ordered Google to stop its illegal practices and to put an end to its inherent conflict of interests in the Adtech industry.

Google has 60 days to inform the Commission on how it plans to do so, and if it fails to propose a viable plan, the Commission will not hesitate to impose an appropriate remedy.

At this stage, it appears that the only way for Google to end its conflict of interest effectively is with a structural remedy, such as selling some part of its Adtech business.

Commission fines Google €2.95 billion over abusive practices in online advertising technology

The European Commission has fined Google €2.95 billion for breaching EU antitrust rules by distorting competition in the advertising technology industry (‘adtech\'). It did so by favouring its own onli

^{European Commission - European Commission}

https://apnews.com/article/nepal-ban-social-media-platform-3b42bbbd07bc9b97acb4df09d42029d5

United States immigration authorities have arrested 475 people in a raid on a Hyundai manufacturing site in Georgia, Steve Schrank, a special agent in charge of Homeland Securities Investigations Atlanta, said at a press conference on Friday.

The Hyundai facility, located in Ellabell, Georgia -- approximately 30 miles west of Savannah -- was raided “as part of an ongoing criminal investigation into allegations of unlawful employment practices and other serious federal crimes,” according to a statement from the Department of Homeland Security.

475 people taken into ICE custody at Hyundai plant in Georgia

"This operation underscores our commitment to protecting jobs for Georgians."

^{Jon Haworth (ABC News)}

Mike Cannon-Brookes, the CEO of enterprise software giant Atlassian, was one of the first users of the Arc browser. Over the last several years, he has been a prolific bug reporter and feature requester. Now he’ll own the thing: Atlassian is acquiring The Browser Company, the New York-based startup that makes both Arc and the new AI-focused Dia browser. Atlassian is paying $610 million in cash for The Browser Company, and plans to run it as an independent entity.

The acquisition is mostly about Dia, which launched in June. Dia is a mix of web browser and chatbot, with a built-in way to chat with your tabs but also do things across apps. Open up three spreadsheets in three tabs and Dia can move data between them; log into your Gmail and Dia can tell you what’s next on the calendar. Anything with a URL immediately becomes data available to Dia and its AI models. For a company like Atlassian, which makes a whole suite of work apps — the popular project-tracker Jira, the note-taking app Confluence, plus Trello, Loom, and more — a way to stitch them all together seems obviously compelling.

The Browser Company, maker of Arc and Dia, is being acquired

It’s a big bet on AI for Atlassian, which makes tools like Jira and Confluence, and a work-focused shift for Dia.

^{David Pierce (The Verge)}

On Thursday, Fidji Simo, OpenAI's head of applications (and former CEO of Instacart), announced the plan for workers to advertise themselves to the company's customers for new jobs. She said that while AI is going to shake up the employment market, who better to solve that problem than the people doing the shaking?

"AI will be disruptive. Jobs will look different, companies will have to adapt, and all of us – from shift workers to CEOs – will have to learn how to work in new ways," she said in a blog post.

"At OpenAI, we can't eliminate that disruption. But what we can do is help more people become fluent in AI and connect them with companies that need their skills, to give people more economic opportunities."

Simo's plan is that workers should take courses in tech literacy at its OpenAI Academy and then advertise themselves on a forthcoming jobs platform. She said the company has already signed up some big names to the scheme, although maybe the choice of Walmart as an early adopter might not encourage IT admins in their future career paths.

OpenAI eats jobs, then offers to help you find a new one at Walmart

: Move over LinkedIn, Altman's crew wants a piece of the action

^{Iain Thomson (The Register)}

https://www.reuters.com/business/openai-launch-its-first-ai-chip-2026-with-broadcom-ft-reports-2025-09-05/

https://www.reuters.com/business/openai-launch-its-first-ai-chip-2026-with-broadcom-ft-reports-2025-09-05/

https://www.nytimes.com/2025/09/05/climate/trump-climate-satellites.html?unlocked_article_code=1.jk8.DxUD.Hmd1Xj5fdGg6

The mountain retreats where Pakistanis go to escape the stifling summer heat have been inundated this year by floods, another product of climate change.

Access options:
* gift link — registration required
* archive.today

KEY POINTS

Nonfarm payrolls increased by just 22,000 for the month, lower than the 75,000 forecast, while the unemployment rate rose to 4.3%.

The report showed a marked slowdown from the July increase of 79,000, which was revised up by 6,000. Revisions also showed a net loss of 13,000 in June.

Health care again led by sectors, adding 31,000 jobs, while social assistance contributed 16,000. Wholesale trade and manufacturing both saw declines of 12,000 on the month.

Payrolls rose 22,000 in August, less than expected in further sign of hiring slowdown

Nonfarm payrolls were expected to increase by 75,000 in August while the unemployment rate edged up tp 4.3%.

^{Jeff Cox (CNBC)}

Researchers from UC Berkeley, Ajou University, and Georgia Tech unveiled Rhagobot in 2025, a tiny aquatic robot inspired by water striders of the genus Rhagovelia[^1]. The robot features self-deploying fan-like structures on its legs that harness surface tension for propulsion, mimicking the insects' ability to move rapidly across water surfaces[^2].

The 8 cm long robot weighs just 0.2 grams and uses passive fan mechanisms that unfurl in 0.01 seconds without requiring muscle power[^3]. These fans, measuring 10 by 5 mm, enable the robot to achieve speeds of two body lengths per second and execute 90-degree turns in under half a second[^4].

According to Professor Je-Sung Koh from Ajou University, "Our robotic fans self-morph using nothing but water surface forces and flexible geometry, just like their biological counterparts. It is a form of mechanical intelligence refined by nature through millions of years of evolution"[^5].

The breakthrough came from studying the water striders' fan architecture using electron microscopy, which revealed that surface tension alone powers the fan deployment - contrary to previous assumptions about muscle activation[^4]. This passive mechanism reduces power consumption compared to motorized alternatives, making it promising for environmental monitoring and search-and-rescue applications[^3].

[^1]: WebProNews - UC Berkeley's Rhagobot: Water Strider Robot Harnesses Surface Tension for Speed

[^2]: Heise - Inspired by water striders: self-unfolding fans make the 'Rhagobot' agile

[^3]: Future Tech on Instagram

[^4]: New Atlas - Robotic water strider rows itself forward by fanning feathery feet

[^5]: Heise - Inspired by water striders: self-unfolding fans make the 'Rhagobot' agile

Robotic water strider rows itself forward by fanning feathery feet

Although we've seen many robotic water striders over the years, scientists are still finding new aspects of the insects to replicate. Recently, for instance, researchers created a strider-bot that zips across the water's surface via fans on its feet.

^{Ben Coxworth (New Atlas)}

Justice Department leadership is prepared to use its rule-making authority to declare transgender people as mentally ill and deprive them of their Second Amendment right to possess firearms, according to two Justice officials who shared internal discussions with CNN.

Deliberations at the highest levels of the DOJ follow the recent mass shooting at Annunciation Catholic Church in Minneapolis, an attack police say was carried out by a 23-year-old former student at the church’s school who may have been a transgender person or a de-transitioned individual. Two children were killed in the attack, and 21 others were injured.

https://www.lgbtqnation.com/2025/09/doj-plans-to-label-trans-americans-as-mentally-defective-to-take-away-their/

Amazon's strict return-to-office policy and relocation demands are hindering recruitment, affecting its ability to attract top tech talent.

Archived version: archive.is/20250904101836/busi…

Amazon's RTO policy is costing it top tech talent: internal document

^{Eugene Kim (Business Insider)}

Lives erased in the Caribbean, wrapped in a White House video and sold as victory

They blew up a boat far offshore, killed eleven people, and called it justice

^{Mitch Jackson (Uncensored Objection. Cross-examining political BS.)}

For years, I relied on Spotify like millions of others. The convenience was undeniable stream anything, anywhere, discover new music through algorithms, and share playlists with friends. But over time, several issues became impossible to ignore: artists getting paid fractions of pennies per stream, fake Artists and ghost Tracks, AI music and impersonation, creepy age verification complicity and the fact that despite paying monthly, I never actually owned anything. So I decided to take back control of my music experience. Here's how I built my own self-hosted music streaming setup that gives me everything Spotify offered and more.

Why I Ditched Spotify, and How I Set Up My Own Music Stack

{/ truncate /}

^{James Ambrose (leshicodes.github.io)}

Le vacanze finiscono, e il ritorno alla routine può sembrare una montagna da scalare. Quella sensazione di** stanchezza,** il sonno sfasato e la bilancia impietosa non sono solo sensazioni, ma i sintomi di un vero e proprio "stress da rientro".

Il tuo corpo ha bisogno di essere riabituato, gradualmente, a ritmi regolari. In questo processo, l'alimentazione gioca un ruolo chiave, ma anche piccoli accorgimenti come l'esercizio fisico leggero e la riscoperta di un sonno di qualità sono essenziali.

Vuoi scoprire come affrontare al meglio questa transizione e tornare a sentirti energico e in salute?

Salute & Benessere: come evitare la ‘’sindrome’’ da ritorno dalle vacanze- Consigli utili per adulti e bambini- Sana alimentazione

Giuliano Marchese, divulgatore Medico Scientifico, da oggi collabora con "NewsmadeinItaly"  curando la rubrica "Benessere & Salute", con report su ricerche, consigli utili ed una corretta informazione per "star bene".

^{www.newsmadeinitaly.it}

Need to let loose a primal scream without collecting footnotes first? Have a sneer percolating in your system but not enough time/energy to make a whole post about it? Go forth and be mid: Welcome to the Stubsack, your first port of call for learning fresh Awful you’ll near-instantly regret.

Any awful.systems sub may be subsneered in this subthread, techtakes or no.

If your sneer seems higher quality than you thought, feel free to cut’n’paste it into its own post — there’s no quota for posting and the bar really isn’t that high.

The post Xitter web has spawned soo many “esoteric” right wing freaks, but there’s no appropriate sneer-space for them. I’m talking redscare-ish, reality challenged “culture critics” who write about everything but understand nothing. I’m talking about reply-guys who make the same 6 tweets about the same 3 subjects. They’re inescapable at this point, yet I don’t see them mocked (as much as they should be)

Like, there was one dude a while back who insisted that women couldn’t be surgeons because they didn’t believe in the moon or in stars? I think each and every one of these guys is uniquely fucked up and if I can’t escape them, I would love to sneer at them.

(Credit and/or blame to David Gerard for starting this.)

BlueMonday1984

2025-08-24 23:00:11

Stubsack: weekly thread for sneers not worth an entire post, week ending 31st August 2025 - awful.systems

Need to let loose a primal scream without collecting footnotes first? Have a sneer percolating in your system but not enough time/energy to make a whole post about it? Go forth and be mid: Welcome to the Stubsack, your first port of call for learning fresh Awful you’ll near-instantly regret.

Any awful.systems sub may be subsneered in this subthread, techtakes or no.

If your sneer seems higher quality than you thought, feel free to cut’n’paste it into its own post — there’s no quota for posting and the bar really isn’t that high.

The post Xitter web has spawned soo many “esoteric” right wing freaks, but there’s no appropriate sneer-space for them. I’m talking redscare-ish, reality challenged “culture critics” who write about everything but understand nothing. I’m talking about reply-guys who make the same 6 tweets about the same 3 subjects. They’re inescapable at this point, yet I don’t see them mocked (as much as they should be)

Like, there was one dude a while back who insisted that women couldn’t be surgeons because they didn’t believe in the moon or in stars? I think each and every one of these guys is uniquely fucked up and if I can’t escape them, I would love to sneer at them.

(Credit and/or blame to David Gerard for starting this.)

La curcuma non è solo una spezia millenaria, ma un potente alleato per il benessere, grazie al suo principio attivo: la curcumina. **Riscoperta dalla scienza moderna, si è rivelata un eccellente **antinfiammatorio e antiossidante **naturale. Studi scientifici hanno dimostrato che la sua efficacia, in particolare contro l'infiammazione, può essere paragonabile a quella di farmaci comuni come **l'ibuprofene, ma con un profilo di sicurezza superiore.

Tuttavia, il suo assorbimento da parte del corpo è spesso limitato. Per questo, la ricerca ha sviluppato strategie innovative come la combinazione con la piperina o formulazioni avanzate, che ne potenziano l'efficacia.

Vuoi scoprire come integrare al meglio questo "oro giallo" nella tua routine?

La Curcuma e la Curcumina: L'Antinfiammatorio Naturale Millenario Riscoperto e Potenziato dalla Scienza Moderna

La curcuma , questa radice dallo sgargiante colore giallo-arancione, è emersa come una delle protagoniste indiscusse nel dibattito sulla sal...

^{Giuliano (Blogger)}

Washington (AFP) – President Donald Trump is changing the name of the Department of Defense to the Department of War, the White House announced Thursday, insisting the rebrand will project a more powerful image.

While the department's official name is set in law, Trump in an executive order is authorizing use of the new label as a "secondary title" by his administration, a White House document said.

Defense officials are permitted to use to use "secondary titles such as 'Secretary of War,'...in official correspondence, public communications, ceremonial contexts, and non-statutory documents within the executive branch," according to the document.

It was not immediately clear when Trump planned to sign the order, but his public schedule for Friday said he would be signing executive orders in the afternoon as well as making an announcement in the Oval Office.

The president, a marketing-savvy real estate developer, has repeatedly said in recent weeks that he was mulling such a change.

Late last month, the 79-year-old Republican claimed the Defense Department's title was too "defensive."

The Department of War "was the name when we won World War I, we won World War II, we won everything," he told reporters on August 25.

According to the White House document, the name change "conveys a stronger message of readiness and resolve."

Established in the early days of US independence, the Department of War historically oversaw American land forces.

A government reorganization after World War II brought it along with the US Navy and Air Force under the unified National Military Establishment, which in 1949 was retitled to the Department of Defense.

"Restoring the name 'Department of War' will sharpen the focus of this Department on our national interest and signal to adversaries America's readiness to wage war to secure its interests," the White House document said.

The move is the latest overhaul at the Pentagon since Trump took office in January and appointed former Fox News host Pete Hegseth to lead the sprawling department.

Hegseth, a combat veteran, has repeatedly touted the push to restore a "warrior ethos" in the department, and has lambasted prior administrations for policies he and Trump have derided as "woke."

Hegseth notably has sought to expel transgender troops from the military and change the names of bases that honored Confederate troops back to their original titles, after they were renamed under former president Joe Biden.

While Trump's order could potentially be rescinded by a future president, it "instructs the Secretary of War to recommend actions, to include legislative and executive actions, required to permanently rename" the department, the White House document said.

Trump rebrands Department of Defense as 'Department of War'

^RFI