INDUSTRIES, ISP AND INTERMEDIARIES | AGCM enforces Google’s commitments on consent request design under the DMA

On 4 November 2025, the Italian Competition Authority (AGCM) closed proceedings PS12714 by making binding the commitments offered by Alphabet Inc. and Google Ireland Ltd. (jointly, Google) to address concerns of misleading and aggressive commercial practices under the Italian Consumer Code. The case focused on the consent request circulated by Google to obtain user approval for cross-service data sharing under Article 5(2) of the Digital Markets Act (DMA). The AGCM had found that the design and wording of the prompt could mislead users and unduly influence their choice. Google committed to revising the interface and language of the consent request, improving transparency, highlighting the option to personalise choices, and recontacting both new and existing users – via updated prompts and direct emails – to ensure informed decisions. The commitments must be fully implemented within six months from the adoption of the AGCM decision, namely by 4 May 2026.

Newsletter n. 113 – December 2025