Google has until April 5 to respond to the 69 questions the watchdog sent in a letter. The answers to some of the questions [PDF] could cause further anger amongst nations and citizens alike, as well as shedding light on Google's business practice when it comes to data retention, user privacy, and service functionality.
The letter, addressed to chief executive Larry Page, asks how long data will be stored, whether a real-world identity will be matched to user data, as well as the legal justification for combining and consolidating its privacy policies.
Google's new policy simplifies the language of its legalese, but was not opt-out in any way. Users who sign in to use Google's services had to accept the terms of the new policy.
But the controversy began when it was discovered that data would flow from one service to another, such as Google Search to Gmail, its social network Google+ and video-acquisition YouTube.
Google said this would allow better search and more accurate, targeted advertising. Many are concerned that advertisers and third-parties will be able to build up an even more detailed picture of Google's users, even though the data is anonymised.
But what the European data protection authorities can do is very little. They can surely throw a fine or two around, but many data regulators cannot even impose fines.
Separately, however, Google continues to be investigated by European authorities for antitrust matters relating to its search rankings. If it's found in breach of Europe's antitrust rules, it could be fined up to 10 percent of its global annual turnover, which could amount to $3--$4 billion (€2.3--€3.1 billion).
It may not be for the right thing, but at least Google would finally get its comeuppance.
The company did not reply for further comment at the time of writing.