Google Fails to Stop Full

It appears Google’s efforts to prevent an investigation into its Fitbit acquisition have been unsuccessful, with the EU ready to launch a full antitrust probe.

Google recently announced a deal to purchase wearable maker Fitbit for $2.1 billion. Almost immediately, the deal drew scrutiny from US and EU officials over concerns about data privacy. Given the vast amount of health data Fitbit has access to, officials were concerned about Google now having access to it. In addition, there were concerns Google might use that data to unfairly gain an advantage over its rivals.

The search giant has worked to assuage those concerns, vowing not to use the data in its advertising business. It appears those concessions were not enough, however, as CNBCis reporting the EU is planning on launching a full investigation.

Google has repeatedly said the deal is about the devices, rather than the data. Apple has a commanding lead in the wearables market, and Google is eager to become more competitive. A successful Fitbit deal would help it do just that.