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Google’s Fitbit Acquisition Hits EU Roadblock

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Europe isn’t letting up on antitrust scrutiny of tech behemoths like Google.

The European Commission said Tuesday it has opened an “in-depth investigation” into Google’s acquisition of Fitbit, which makes and sells smartwatches focused on activity tracking. Google said in November that it was paying $2.1 billion for the company, giving Google an immediate foothold in the wearables market, which is dominated by rival Apple with its popular Apple Watch.

“We’ve been clear from the beginning that we will not use Fitbit health and wellness data for Google ads,” Osterloh wrote. “As we do with all of our products, we will give Fitbit users the choice to review, move or delete their data.” Vestager said the rise of wearable tech “will go hand in hand with an exponential growth of data generated through these devices.”

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