 Alphabet unit Googles bid to take on Apple and Samsung in the wearable technology market by buying Fitbit hit a hurdle on Tuesday as EU antitrust regulators launched an investigation into the 2.1 billion deal. The move by the European Commission on Tuesday came despite Googles pledge last month not to use the fitness trackers data for advertising purposes in a bid to address competition concerns. The proposed transaction would further entrench Googles market position in the online advertising markets by increasing the already vast amount of data that Google could use for personalisation of the ads it serves and displays, the Commission said. 