The European Commission has approved the acquisition of online advertising firm DoubleClick by Google after deciding the move is not anti-competitive or harmful to consumers.

The Commission began an in-depth review in November 2007 and concluded that the two companies cannot be classified as competitors and that DoubleClick's absorption into Google would not harm the market.

The review included an analysis of the relationship between the two groups, amid concerns that Google could force up costs for rival intermediaries and purchasers of ad space and intermediation.

But the Commission found that the merged group would not be in a position to attempt to marginalise competitors or make any profit out of such strategies.

US regulators had already approved the proposed deal.