Irish regulators have launched a formal investigation into the data handling practices of Google (GOOGL  ) and Tinder parent company Match Group Inc. (MTCH  ) after receiving complaints from users both in Ireland and throughout the European Union.

The Irish Data Protection Commission's investigation has launched a probe into Google's Irish subsidiary to determine if the company has been meeting transparency standards under the General Data Protection Regulation. The investigation will also ascertain if the company has any actual legal justification for the way that it processes the location data of its users. Under the GDPR, Google's location services are permitted insomuch that they are only being used for basic functions such as giving users directions or finding nearby locations. However, Google is prohibited from using that same data to sell targeted advertisements, which the complaints allege is occurring.

Match Group is under a parallel investigation, though the company has been a source of scrutiny for some time after a report by the Norwegian Consumer Council alleged that Match's popular dating app Tinder was sharing personal information with outside firms, along with nine other similar dating apps. According to the report, Tinder data has been used to bolster targeted advertising and has been shared with the likes of Google and Facebook (FB  ) to this end. The investigation into Tinder was launched after similar complaints to those levied against Google reached the DPC, though the actual content of those complaints is currently unknown.

At the heart of the contention over Google and Tinder's practices is the argument of whether or not the two services adequately informed users of what data was being used and how (which is required under the GDPR), and if users had consented for their data to be used in such a manner. While users are often required to read terms of service and check off boxes giving their consent for certain practices, a recurring complaint is that companies do not adequately inform consumers what exactly they are consenting to. European regulators have already contended that "blanket statements" are not nearly informative enough to comply with the GDPR, likely because such statements skimp on pertinent information that will inform a user exactly how their data is being used.

Google has stated that it fully intends to cooperate with the DPC during its investigation and will continue to work with European regulators to address concerns. Match Group has issued a similar statement, assuring that it would work closely with the DPC.