Italian competition watchdog AGCM launched an investigation into Google’s user consent practices for ad profiling.
Why it matters. This probe highlights growing scrutiny of Google and the data practices of Big Tech in Europe, especially under new regulations like the Digital Markets Act (DMA).
Details:
- The investigation focuses on how Google obtains consent to link user activity across its services (e.g., Search, YouTube, Chrome, Maps) for ad targeting.
- AGCM suspects Google of “unfair commercial practices” in its consent requests.
- Concerns include inadequate, incomplete, and potentially misleading information provided to users.
- The regulator questions whether users are fully informed about the “real effect” of consenting to account linking.
Why we care. If Google is forced to change its consent practices, it could limit the data available for ad targeting, potentially reducing the effectiveness of campaigns. For example, cost per acquisition could increase. This could then lead advertisers having to be more strategic with where they spend then budget.
Context. Google is subject to the EU’s Digital Markets Act (DMA) as a designated “gatekeeper” platform.
- The DMA requires gatekeepers to obtain user consent before processing personal data for advertising or combining data across services.
Between the lines. This investigation by Italy’s regulator appears to address concerns not yet covered by the European Commission’s ongoing DMA probe into Google.
What to watch. The outcome of this investigation could have implications for how tech giants design consent flows and communicate data practices to users across the EU.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.