EU Regulators Investigating Google’s Plan to Buy Fitbit

People run to keep fit along the south bank of the River Thames in London, Britain, on March 22, 2020. Kirsty Wigglesworth/AP Photo

LONDON—European Union regulators opened an in-depth investigation on Tuesday into U.S. tech giant Google’s plan to buy fitness tracking device maker Fitbit.

The EU’s executive commission said it was concerned the deal would entrench Google’s position in the online ad market by “increasing the already vast amount of data” the company uses to personalize ads.