Google can avoid EU probe into Fitbit deal if data not used for ads: Report

EU regulators asked rival makers of wearable devices, app developers and other online service providers as well as healthcare providers for their views.

Google may be able to stave off a full-scale EU antitrust investigation into its planned $2.1 billion bid for Fitbit by pledging not to use Fitbit's health data to help it target ads, people familiar with the matter said.

The deal announced in November last year allows Google, a unit of Alphabet, to take on Apple and Samsung in the fitness tracking and smart watch market, alongside others including Huawei and Xiaomi.

Apple is the leader in the global wearables market with a 29.3% market share in the first quarter of 2020, followed by Xiaomi, Samsung and Huawei, according to data from