Italy’s Antitrust Agency Launches Investigation Into Google And Alphabet

The Italian Antitrust Agency announced this Thursday a new investigation against Google and Alphabet—its parent company— regarding the use of citizens’ personal data across its services and platforms, and allegedly unfair commercial practices.

“The request for consent that Google submits to its users to the linking of the services offered may constitute a misleading and aggressive commercial practice,” states the document shared by the Italian agency.

Italy’s regulators consider Google’s consent message to be “incomplete and misleading” and that users may opt out if they had more information regarding the data collection and linking across platforms in the disclosure message.

According to PCMag, Google’s services—Chrome, YouTube, Google Play, and others— have been split after the region’s Digital Markets Act (DMA) in March, and users in the European Union must opt-in to link all services.

Google has been giving users a consent message to link all platforms with simple and concise information and a quick text regarding ads, stating that linking all platforms will help ”measure and improve the delivery of ads.”

Users have previously discussed on Reddit the pop-up message they have been getting from Google to link accounts and share different opinions. “A bit embarrassing. I first read it now and just accepted it when I got the prompt,” said one user. “To play devil’s advocate, it makes great sense to link the Google service to many people. I think providing the option for people who care to opt out is what really matters,” added another.

The Italian agency will investigate the case in the coming days. According to Reuters, under Italian laws, Google could be facing fines that range from 5,000 to 10 million euros for a breach of consumer’s rights. “We will analyze the details of this case and will work cooperatively with the authority,” said a spokesperson from Google in a recent statement.