Google parent company Alphabet faces Italian antitrust investigation over use of personal data

Italy’s antitrust agency has opened an investigation into internet search giant Google and its parent company Alphabet over alleged unfair trade practices involving personal user data and incomplete information provided to those using their services.

According to a Reuters report, the watchdog found that Google’s consent request may constitute a misleading and aggressive commercial practice that appears to be accompanied by incomplete information that could influence the decision on whether and to what extent consent should be given.

The antitrust authority further noted that Google presented its consent request in a way that could limit users’ freedom of choice by urging them to consent to the combined use of personal data by different Google services.

Google said in a statement that it would investigate the matter and cooperate with authorities.

It is important to note that the investigation comes at a time of heightened scrutiny by European regulators over the practices of big technology companies, including how they use personal data and potential abuse of dominant market positions.

Since 2010, the European Union has investigated several antitrust complaints against Google alleging that the company abused its dominant position in breach of EU competition rules. Google was found guilty of antitrust violations in three cases and fined more than €8 billion.