The european commission features established a detailed research into googles $2.1bn quote for physical fitness tracking company fitbit, citing concerns the takeover could harm competition in web marketing areas.

The research will even analyze whether a merger of this two organizations databases and methods could have an effect on the development of europes electronic health sector, and whether google will have the capability and motivation to reduce the android os's interoperability with rival wearables in order to privilege fitbit.

Margrethe vestager, the executive vice-president accountable for competitors plan, said the examination aims to make sure that control by bing over data collected through wearable products due to the exchange does not distort competition.

The commission said so it had problems that google would utilize fitbits information to boost the personalisation of commercials that it serves on its internet search engine along with other pages. this would succeed more challenging for competitors to contend and eventually trigger higher costs and...less choice for advertisers and writers.

Rick osterloh, googles senior vice-president for products and services, stated in a post that the package was about devices, not information, including that business was indeed obvious from the start that fitbit health and wellbeing data would not be useful for google adverts which fitbit people could review, go or delete their data. he additionally said there ended up being radiant competitors in wearables area.

Bing pledged last month to not use ftibits information to improve its ad targeting. however, the payment said the dedication to produce a virtual data silo would not cover everything to which google would gain access and which may be utilized to promote.

The australian competitors and consumer commission can also be carrying out a study into perhaps the merger might have a direct effect on competition in health insurance and advertising technology markets, featuring its decision because be established later on this thirty days.