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Google’s Fitbit Deal Set To Win EU OK After New Concessions

By  |  September 29, 2020

Google is set to win European Union antitrust approval for its US$2.1 billion acquisition of FitBit, a Google spokesperson confirmed Tuesday, September 29.

Google stated it has been working with the European Commission on an “updated approach to safeguard consumers’ expectations” that Fitbit devices won’t be used for advertising, reported Reuters.

“This deal is about devices, not data. The wearables space is highly crowded, and we believe the combination of Google and Fitbit’s hardware efforts will increase competition in the sector, benefiting consumers and making the next generation of devices better and more affordable,” the spokesperson said in a statement.

“We’re also formalizing our longstanding commitment to supporting other wearable manufacturers on Android and to continue to allow Fitbit users to connect to third party services via APIs if they want to,” the spokesperson added. 

Reuters first reported the expected EU antitrust approval on Tuesday, citing unnamed sources.

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