The European Commission has launched an investigation into the acquisition of Fitbit by tech giant Google.
A full-scale probe will take place examining the entire series of events and may even result in the purchase being postponed or cancelled.
The parent company of Google, Alphabet has agreed $2.1bn with Fitbit for the acquisition of the smart wearable tech company.
This deal was agreed by both parties last year; however, this new inquisition may derail the plans for both companies.
“The commission is concerned that the proposed transaction would further entrench Google’s market position in the online advertising markets by increasing the already vast amount of data that Google could use for personalisation of the ads it serves and displays,” the regulator said.
The investigation is due for completion around the 9th of December 2020 and Google has agreed to cooperate with the entire process.
“We appreciate the opportunity to work with the European Commission on an approach that addresses consumers’ expectations of their wearable devices,” blogged Google’s devices chief Rick Osterloh.
