Italy’s competition authority has formally closed an investigation into Google LLC’s user-data consent practices after the company implemented changes to its policies and disclosures at the regulator’s request.
The probe, launched in July 2024, examined whether Google’s consent prompts for linking services were “misleading and aggressive” and failed to adequately inform users about the combination and cross-use of personal data across its ecosystem. The authority found that Google’s information had been incomplete and therefore contrary to consumer-protection rules.
In response, Google committed to redesigning its consent interface so that users receive clearer and more accurate explanations of how their personal data is processed, especially regarding shared use across Google’s services. The regulator noted the remedies satisfied its concerns and no further action will be taken.
The decision has important implications for both privacy-regulation enforcement in Europe and how major digital platforms manage consent dialogs. For EU-based businesses and multinationals, it signals that regulators may close cases when firms move decisively, rather than always imposing large fines. At the same time, the case underlines the increasing scrutiny of how user data is repurposed and shared internally in tech firms.
While the closure ends one chapter for Google in Italy, the broader regulatory environment remains alert. Courts and regulators across Europe continue to test how consent, transparency and data-use disclosures must be presented to satisfy both consumer rights and digital-market growth.
