Investigation Initiated in Italy Regarding Google’s User Consent Practices
The Italian competition watchdog AGCM has recently launched an investigation into Google’s user consent practices for ad profiling. This probe sheds light on the growing scrutiny of Google and other Big Tech companies in Europe, particularly under new regulations like the Digital Markets Act (DMA).
The focus of the investigation is on how Google obtains consent to link user activity across its various services such as Search, YouTube, Chrome, and Maps for ad targeting purposes. AGCM suspects that Google may be engaging in “unfair commercial practices” when it comes to obtaining consent from users. There are concerns that the information provided to users may be inadequate, incomplete, or potentially misleading. The regulator questions whether users are fully informed about the true impact of giving consent to account linking.
This investigation is significant because if Google is compelled to change its consent practices, it could limit the data available for ad targeting. This, in turn, could potentially reduce the effectiveness of advertising campaigns. For example, the cost per acquisition could increase, forcing advertisers to be more strategic with their spending.
It’s important to note that Google is subject to the EU’s Digital Markets Act as a designated “gatekeeper” platform. The DMA requires gatekeepers like Google to obtain user consent before processing personal data for advertising or combining data across services. This investigation by Italy’s regulator seems to address concerns that have not yet been covered by the European Commission’s ongoing DMA probe into Google.
The outcome of this investigation could have implications for how tech giants design consent flows and communicate data practices to users across the EU. It will be interesting to see how this investigation unfolds and whether it leads to any changes in Google’s user consent practices. Advertisers and marketers should closely follow the developments as it could impact their advertising strategies and targeting capabilities.
In conclusion, the investigation initiated in Italy regarding Google’s user consent practices highlights the increasing scrutiny faced by Big Tech companies in Europe. The concerns raised by the Italian competition watchdog AGCM regarding Google’s consent requests and potential unfair commercial practices underscore the need for transparency and user awareness when it comes to data practices. The outcome of this investigation could have far-reaching implications for both Google and other tech giants operating in the EU, impacting how they obtain user consent and process personal data for advertising purposes. It will be interesting to see how this investigation aligns with the ongoing DMA probe and what changes, if any, will be implemented to address these concerns.
