EU antitrust regulators to investigate $2.1 billion Google, Fitbit deal

BRUSSELS (Reuters) – EU antitrust regulators opened on Tuesday a four-month long investigation into Alphabet unit Google’s $2.1 billion bid for fitness tracker maker Fitbit , saying the deal would further entrench the company’s clout in the online advertising markets.

The European Commission said a pledge by Google not to use Fitbit’s data for advertising in a bid to address competition concerns was insufficient.

Google is seeking to take on market leader Apple and Samsung in the fitness-tracking and smart-watch markets via the deal.

(Reporting by Foo Yun Chee)