According to reports, even the Australian Competition and Consumer Commission (ACCC) has bee wary of the deal and has launched its own investigation. Much like the EU regulators, the ACCC is concerned about the long term affects this deal will have on digital marketing and also health markets. As per reports, Fitbit announced the deal back in November last year and revealed that Google would be acquiring it for US$2.1 billion. Many non-governmental privacy groups are also against the move.