The Italian Competition Authority has concluded its investigation into Google’s user consent process for linking activity across its multiple services, after the tech company agreed to modify how it presents information about personal data use and service integration.

Launched in July 2024, the probe centred on whether Google’s method of requesting consent for data linking might constitute a misleading and aggressive commercial practice under Italian law.

The competition authority opened proceedings on the grounds that Google’s consent requests provided incomplete and unclear information about how personal data would be used. This was particularly relevant in relation to the combination and cross-use of user information across different services.

The regulator also highlighted issues with how Google explained the option to restrict or customise consent, suggesting these factors could influence users’ decisions about sharing their data.

As a result of the regulator’s intervention, the Alphabet subsidiary will implement several changes to its consent operations.

The company will clarify what consenting to linked services means for individual users. It will specify how personal data may be processed across its ecosystem, including AI platforms such as Gemini.

Users will receive more precise details about the breadth of services covered by their consent and will have explicit options to grant or withhold permission for specific services.

Google will also make clear that most functionality will not be affected if users opt out of linking their data between services.

According to the authority, Google will update its consent requests to give users clearer and more accurate information about how their personal data may be used.

The company will also provide details on which of its services may involve the combination and cross-use of personal data when consent is given.

Furthermore, all Italian users who have already set their preferences will receive a direct notification summarising their previous choices and highlighting the new information in the revised consent prompt. This measure aims to ensure that existing users are informed about how changes to the system may affect their data management options.

The original investigation followed concerns that Google’s mechanisms for obtaining user consent might pressure consumers into allowing far-reaching combinations of their data, potentially leading to decisions they would otherwise not make.

The authority specifically pointed to alleged conditioning techniques in both the consent process and interface design.

In a separate update, Google recently revealed plans for a $40bn investment in Texas by 2027. This investment is focused on scaling up cloud computing and AI infrastructure, including new data centre campuses in Armstrong and Haskell Counties.