The UK’s information defense regulatory authority has actually criticised Google over its choice to enable marketers to make use of innovation to track customers which is tougher to manage or obstruct.
The Information Commissioner’s Office (ICO) claimed Google’s choice was “irresponsible” and charged the firm of a U-turn, having actually formerly restricted making use of supposed fingerprinting innovation.
Fingerprinting includes accumulating items of info concerning a tool’s software program and equipment which can be integrated to distinctively determine a tool and its customer– and the ICO has actually advised that this innovation is tougher to clean than getting rid of cookies or website information from an internet internet browser, indicating customers might remain to be determined by marketers.
The ICO’s treatment follows the regulatory authority claimed Google had actually informed companies which utilize its marketing items that from February 2025, it will certainly no more ban making use of fingerprinting methods within its advertisement items.
Stephen Almond, the ICO’s executive supervisor for regulative threat, claimed: “Yesterday, Google announced to organisations that use its advertising products, that from 16 February 2025, it will no longer prohibit them from employing fingerprinting techniques.
“Our response is clear: businesses do not have free rein to use fingerprinting as they please. Like all advertising technology, it must be lawfully and transparently deployed – and if it is not, the ICO will act.
“Fingerprinting involves the collection of pieces of information about a device’s software or hardware, which, when combined, can uniquely identify a particular device and user.
“The ICO’s view is that fingerprinting is not a fair means of tracking users online because it is likely to reduce people’s choice and control over how their information is collected. The change to Google’s policy means that fingerprinting could now replace the functions of third-party cookies.
“We think this change is irresponsible.
“Google itself has previously said that fingerprinting does not meet users’ expectations for privacy, as users cannot easily consent to it as they would cookies.
“This in turn means they cannot control how their information is collected. To quote Google’s own position on fingerprinting from 2019: ‘We think this subverts user choice and is wrong’.”
A Google speaker claimed: “We look forward to further discussions with the ICO about this policy change.
“Privacy-enhancing technologies offer new ways for our partners to succeed on emerging platforms like CTV without compromising on user privacy.
