The European Commission will carry out a full competition probe into Google’s $2.1bn (£1.6bn) acquisition of wearable technology business Fitbit.
The probe, which follows an initial investigation into the deal, will examine whether the purchase of Fitbit will hand Google potentially valuable data that it could use to dominate the online advertising market.
Giving Google access to Fitbit’s data on its customers, who use the company’s watches and other wearable devices to measure their exercise, risks “increasing the data advantage of Google in the personalisation of the ads it serves via its search engine and displays on other internet pages,” the EU said in a blog post announcing the probe.
The EU probe will also investigate the potential impact of the purchase of Fitbit on the digital healthcare field, as well as any effects on rival fitness wearable devices.
Rick Osterloh, a Google