Italy’s antitrust investigates Google’s handling of personal data usage

Italy’s competition and consumer watchdog has launched an investigation into Google’s practices regarding user consent, specifically concerning how the tech giant obtains permission to link user activities across its various services for targeted advertising purposes. The investigation alleges Google of engaging in unfair commercial practices that may mislead consumers.

The focus of the inquiry revolves around Google’s consent mechanisms within the European Union, where users’ interactions across platforms like Google Search, YouTube, Chrome, and Maps are integrated to create detailed profiles for ad targeting—the primary revenue stream for Google. According to the Italian AGCM, there are concerns that Google’s requests for consent are accompanied by inadequate and misleading information, potentially influencing users’ decisions about sharing their data.

In response to the investigation, a Google spokesperson stated their intention to analyze the details of the case and collaborate with the Italian authority. This scrutiny comes amid Google’s compliance with the EU’s Digital Markets Act (DMA), which designates the company as one of several internet “gatekeepers” required to obtain explicit consent before processing personal data for advertising or combining data across services.

While the European Commission’s DMA probe into Google primarily focuses on issues like self-preferencing in search results and anti-steering practices on Google Play, the Italian AGCM’s investigation appears to fill gaps in enforcement, particularly concerning user consent for data linking. The AGCM asserts that Google’s consent requests do not adequately inform users about the implications of linking their accounts across multiple services, potentially violating GDPR standards for informed and unambiguous consent.

Furthermore, the AGCM is concerned about the methods Google employs to seek consent, suggesting potential manipulative tactics that could influence users’ choices unfairly. This includes the possibility that Google’s consent flow could lead users to make commercial decisions they otherwise wouldn’t, compromising their freedom of choice—a practice increasingly scrutinized under EU regulations like the DMA and the Digital Services Act (DSA).

As regulatory bodies continue to tighten oversight on digital platforms, particularly regarding data privacy and consumer rights, Google’s practices will undergo heightened scrutiny to ensure compliance with EU laws aimed at protecting user interests and promoting fair competition in the digital marketplace.