Key Points
- Italy’s competition authority has closed its investigation into Google’s data practices.
- The probe, launched in July 2024, focused on alleged unfair and misleading commercial practices related to user consent.
- Google has agreed to change its consent process to be clearer and more transparent.
- The company will now provide more accurate information on how it combines and cross-uses personal data across its services.
Italy’s competition authority announced on Friday that it has closed its investigation into Google’s alleged unfair commercial practices. The probe, launched last year, examined how the online search giant uses personal data. The case was closed after Google agreed to amend its consent process.
The investigation began in July 2024. At the time, the Italian authority was concerned that the way Google asked its users for consent to connect to its services “could constitute a misleading and aggressive commercial practice.” The regulator also felt that the information Google provided to users was “incomplete and misleading.”
Following the probe, Google has agreed to change its consent request. The Italian Antitrust authority said in a statement that Google will now provide “clearer and more accurate information on the implications of consent for the use of personal data.”
The company will also be more transparent about the range and volume of its services, where user consent could lead to the “combination” and “cross-use” of their personal data.
This move by Google avoids a potentially lengthy and costly legal battle with the Italian regulator. It also marks another instance of European authorities pushing Big Tech companies to be more transparent and fair in how they handle user data.
The changes Google has agreed to will give Italian users a better understanding of how their personal information is being used across Google’s vast ecosystem of services.
