Google seeks EU approval to buy DoubleClick

(Adds Commission receiving filing, setting deadline)

BRUSSELS, Sept 21 (Reuters) - Google (GOOG.O) filed with the European Union competition regulator on Friday for permission to buy rival DoubleClick for $3.1 billion, the European Commission said.

The Commission set a review deadline of Oct. 26, by which time it could approve the deal, give a two-week extension or open an in-depth, four-month investigation.

"We are asking the European Commission to look at the proposed acquisition. We believe this deal is positive for both users and advertisers and fosters competition," Julia Holtz, Google's competition counsel, told Reuters.

DoubleClick is in the business of on-line advertising, as is Web search provider Google. Google has already filed with the U.S. Federal Trade Commission and with the Australian competition regulator.

DoubleClick connects ad agencies, marketers and Web site publishers, and has more than 1,500 corporate clients.

Rivals including Microsoft (MSFT.O) and AT&T Inc (T.N) have asked U.S. antitrust officials to look closely at the proposed takeover, saying Google could gain too much control over online advertising.

((Reporting by David Lawsky/Darren Ennis; editing by Dale Hudson; Reuters messaging david.lawsky.reuters.com@reuters.net; e-mail david.lawsky@reuters.com; +322-287-6811. Brussels newsroom)) Keywords: GOOGLE DOUBLECLICK/EU Keywords: GOOGLE DOUBLECLICK/EU

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