The UK’s data protection regulator has condemned Google for enabling advertisers to track customers’ digital “fingerprints,” expressing concerns about the difficulty of blocking online surveillance technology even for privacy-conscious users, calling it “irresponsible.”
The Information Commissioner’s Office (ICO) in the UK stated that this practice undermines consumer control and choice regarding data collection and usage. Google’s decision to introduce this method creates expectations for a privacy-focused internet, deviating from current standards.
Fingerprinting involves gathering unique signals from a device’s software or hardware to identify a user or device, similar to an advanced form of cookies.
Data watchdogs note that fingerprinting is challenging to detect and block, making consent more difficult compared to cookie notifications often encountered while browsing the web.
Google recently announced its entry into the rapidly expanding Connected TV (CTV) advertising space, emphasizing the need for brands to effectively target desired audiences while also improving customer privacy.
In a statement in 2019, Google acknowledged the lack of control users have over their fingerprint data compared to cookies, labeling this practice as user-choice infringing and wrong.
Stephen Almond, Executive Director of Regulatory Risk at the ICO, emphasized that companies must adhere to legal and transparent deployment of advertising technology, warning of potential action from the ICO if guidelines are not followed.
The ICO asserts that fingerprinting is an unfair method of online tracking which compromises user choice and control over data collection.
Google indicated it will engage in further discussions with the ICO regarding its policy change.
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A Google spokesperson mentioned that privacy-enhancing technology enables partners to succeed on emerging platforms such as CTV without compromising user privacy. They reaffirmed the commitment to providing users with the choice of personalized ads and promoting responsible data use across the industry.
Source: www.theguardian.com
