ROME, July 18 (Reuters) - Italy's antitrust agency said

on Thursday it had launched an investigation into online search

giant Google and its parent company Alphabet over

alleged unfair commercial practices involving users' personal

data.

The request for consent that Google sends to its users to

connect its multiple services "could constitute misleading and

aggressive commercial practice", the watchdog said.

This "incomplete and misleading," information supplied to

users fails to clarify the impact their consent may have on the

use their personal data, the antitrust authority, which is in

charge of overseeing consumer rights, added.

Google offers a wide range of online tools, including video

platform YouTube, email service Gmail, and Maps.

The antitrust body said Google presented its request for

users' consent in a way that could limit their freedom of

choice, by inducing them to agree to a combined usage of

personal data by different Google services.

A Google spokesperson had no immediate comment to make.

Under Italian legislation companies found in breach of

consumer rights rules face fines ranging from 5,000 euros to 10

million euros.