The UK’s information security regulatory authority has actually criticised Google over its choice to enable marketers to make use of modern technology to track individuals which is more challenging to regulate 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 modern technology.
Fingerprinting includes accumulating items of info regarding a tool’s software application and equipment which can be integrated to distinctively recognize a tool and its customer– and the ICO has actually cautioned that this modern technology is more challenging to clean than getting rid of cookies or website information from an internet internet browser, indicating individuals can remain to be recognized 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 restrict making use of fingerprinting strategies within its advertisement items.
Stephen Almond, the ICO’s executive supervisor for regulative danger, 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’.”
Google has actually been called for remark.
Mr Almond claimed the ICO would certainly remain to involve with Google on the concern, and claimed the ICO would certainly advise organizations taking into consideration utilizing fingerprinting that they have to satisfy information security legislation, and in regard to this certain modern technology this was a “high bar to meet”.
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