Education
EU launches a complete survey of Google acquisition of Fitbit over fears about health data
A complete study of Google's acquisition of Fitbit is being launched by the Commission. EU regulators fear the agreement 's position as the market leader in online advertising will consolidate Google by providing search giants with access to information that can be used for customized advertisements collected from health tracking devices in Fitbit.
The information gathered through wearable devices is shown ... In an online advertising market to be an important benefit, the Commission wrote in a media communication.
It would be more difficult for rivals to match Google's online advertisements if Google's data advantages were increased by personalizing its ads through its search engine and display in other internet pages.
Regulators and consumer groups have expressed concern over the $2.1 billion acquisition of Fitbit announced in November 2019 in recent months. Google has answered such concerns by promising not to use Fitbit devices' health data to target ads and to place it in a "data silo" separate from its ad tracking company.
But, as the Google information promised didn't cover all data Google would access as a result of the transaction and would be valuable for publicity purposes, the EU says that these assurances are insufficient.
The Commission is also concerned with the impact of acquisitions on the European digital health market, and the interoperability of rival fitness tracking appliances with Android, in addition to its concerns about Google's strengthening its position in the advertiser business.
In a blog post, Rick Osterloh, a Google SVP hardware company stressed that Fitbit 's devices are "vividly competitive" and the search giant is happy to make legally binding commitments on how they can use the health data they collect as part of the deal. We appreciate working with the European Commission on an approach that responds to the expectations of consumers about their wearable devices, Osterloh said.
It now has 90 days to complete its investigation until 9 December 2020.
