The European Consumer Organisation (BEUC) issued a report on Google's proposed acquisition of Fitbit, stating concern that the merger will provide Google consumer data that the company could use for its own benefit while potentially hampering innovation and customer freedom of choice. The BEUC concludes that the health and well-being of all European citizens may be affected by the merger. The organisation explains that Google's dominance in online advertising, search, and other digital markets will be strengthened by acquiring Fitbit which collects highly personal information, such as health and location datasets, through its smartwatch products. The BEUC urges the European Commission to address the tech giant's immense influence over the digital economy by assessing the impact on competition and innovation of the Google-Fitbit merger and reflecting carefully on its far-reaching implications for both digital and health markets.