Italy Closes Google Data Probe After Tech Giant Adopts Remedies for Unfair Practices

Italian Antitrust Authority Concludes Google Data Investigation

Milan, Italy – Italy's competition authority announced on Friday, November 21, 2025, the closure of its investigation into Google's alleged unfair commercial practices concerning the use of personal data. The probe, initiated in July 2024 by the Italian Competition Authority (AGCM), was concluded after the online search giant adopted a series of remedies to address the regulator's concerns.

The investigation focused on whether Google's methods for obtaining user consent to connect its various services constituted 'misleading and aggressive commercial practices'. The authority also scrutinized the adequacy and clarity of information provided to users regarding the implications of their consent on personal data usage.

Allegations of Misleading Consent Practices

The AGCM's probe specifically examined Google's consent requests, which were deemed potentially 'inadequate, incomplete and misleading'. These practices, according to the authority, could have influenced users' choices regarding the extent to which they granted consent for the 'combination' and 'cross-use' of their personal data across Google's extensive ecosystem of services. Concerns were also raised about the impact on users' freedom of choice when presented with these consent mechanisms.

Google's Adopted Remedies

In response to the regulator's findings, Google has committed to several significant changes. These remedies aim to enhance transparency and user control over personal data. Key commitments include:

• Clearer Consent Requests: Google will modify its consent requests to provide 'clearer and more accurate information on the implications of consent for the use of personal data'.
• Enhanced Data Usage Information: The company will offer more precise details on the 'range and volume of its services'—including emerging AI services like Gemini—where consent may involve the 'combination' and 'cross-use' of personal data.
• Tailored Consent Options: Users will receive clearer information on how they can 'tailor and limit their consent', allowing them to grant permission only for specific services.
• Feature Clarification: Google will clarify that the 'vast majority of features will remain unaffected' even when services are not linked.
• Personalized User Notifications: A 'personal notice' will be sent to all Italian users who have previously expressed a preference, summarizing their choice and drawing attention to the new consent request.

Implications for Data Transparency and Regulation

The closure of this probe underscores the increasing scrutiny faced by major tech platforms in Europe regarding data privacy and consumer protection. The AGCM's decision to close the case after Google adopted remedies highlights a regulatory approach that encourages proactive compliance rather than solely imposing fines. This outcome is expected to set a precedent for how digital platforms manage consent dialogues and ensure transparency in their data practices, aligning with European regulatory expectations for fair handling of user data.