|Author (Corporate)||Cardiff EDC|
Reports and information concerning the proposed acquisition of Fitbit by Google and the investigation conducted by the European Commission under the EU's Merger Regulation.
Google is an American multinational technology company active in a wide range of product areas. Amongst other products and services, Google develops licensable operation systems for smartphones and smartwatches, as well as applications, such as health and fitness applications. The company also offers IT and information/research services for the healthcare industry. Fitbit is an American company active in the development, manufacturing and distribution of wearable devices, and connected scales in the health and wellness sector, as well as in the supply of related software and services.
The two companies announced in late 2019 that they had entered into a definitive agreement to be acquired by Google LLC. The transaction was notified to the European Commission on 15 June 2020. Following a preliminary investigation, concerns were raised that the proposed acquisition would further entrench Google's market position in the online advertising markets by increasing the already vast amount of data that Google could use for personalisation of the ads it serves and displays. Google submitted commitments to address the Commission's concerns on 13 July. Nonetheless, the Commission announced on 4 August the opening of an in-depth investigation concerning the proposed acquisition.
|Subject Categories||Business and Industry, Internal Markets|
|Subject Tags||Competition Law | Policy, Digital Economy|
|Keywords||Digital Technology, Mergers and Acquisitions
|Countries / Regions||United States|
|International Organisations||European Union [EU]|