Google today offered a promise that it would not use Fitbit data for advertising if its acquisition were made. This is reportedly addressing high European demand before approving the Google-Fitbit deal.
In a statement to ReutersGoogle said it would “work with the European Commission on an approach that safeguards consumer expectations that data from the Fitbit device will not be used for advertising.”
Last week, a binding commitment emerged for Google to avoid an extended four-month investigation by European antitrust regulators. When the deal was first announced in November, Google already said that “Fitbit’s health and wellness data will not be used for Google ads.” In addition, existing users will have the option to “review, move or delete their data”.
Today was the deadline for such a compromise, and the EU is expected to make a decision as early as next week on its preliminary review of the $ 2.1 billion acquisition that would see Fitbit join Google’s hardware division. Europe has surveyed competitors about whether the purchase would harm the market and how Fitbit could benefit Google’s promising health division.
Google also said today that the Fitbit deal “is about devices, not data.” A literal read reveals the company’s desire to make and have a portfolio of smart watches and fitness trackers. It currently does not have a significant presence in the consumer health space, nor a first-person wearable brand that people are familiar with.
After the deal closes, Google could move forward by adding an Assistant to the Fitbit Versa 2. We already saw work on that integration last month, and it would be a way to quickly reflect the new ownership. It also provides a new surface for the smart assistant on many existing devices.
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