The Italian Competition Authority has launched an investigation into Google and its parent company, Alphabet, over allegations that their method of obtaining user consent for linking personal data across services may be deceptive and coercive.
Pointing to the tech giant’s practices and compliance with EU regulations, the core of the investigation focuses on how Google requests user consent to link data from various services, such as Google Search, YouTube, Chrome, and Maps.
The Italian authority claims that the information provided during this consent process is often inadequate, incomplete, and misleading. As a result, users may not fully understand the implications of consenting to their data being combined across multiple platforms.
According to the Italian Authority, this method of Google could lead users to make decisions they might not otherwise make if fully informed. The watchdog is particularly concerned that the methods used by Google may unduly influence users’ choices, thereby constituting an unfair commercial practice.
Google’s practices are under investigation within the framework of the EU’s Digital Markets Act (DMA), which enforces strict rules on data processing and user consent for major online platforms, designated as “gatekeepers.”
The DMA mandates that companies must obtain explicit consent before combining user data from different services for advertising purposes.
The Italian regulator’s investigation complements current probes by the European Commission (EC), which are focused on other aspects of Google’s business practices, such as self-preferencing in search results and anti-steering provisions in Google Play.
In targeting Google’s consent procedures, the Italian Authority is addressing an area not yet fully explored by the EC, potentially enabling other member states to follow.
In response to the investigation, a Google spokesperson stated, “We will analyse the details of this case and will work cooperatively with the Authority.”
This shows a willingness to engage with the regulatory process, though it’s not yet certain what changes, if any, Google will implement in response to the findings.
If the investigation concludes that Google’s consent practices are indeed misleading or coercive, the company could face fines and be required to alter how it requests and manages user consent.
This could have some implications for other tech giants operating under the DMA, pointing to a stricter enforcement sector for data privacy and user rights in the EU.
