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Google Chrome users are facing new tracking mechanisms as the tech giant introduces a controversial change that extends digital fingerprinting across multiple devices. This move follows last year’s uproar over Google’s decision to bring back tracking cookies and alleged data collection from private browsing sessions. The privacy increase in this edition is a significant improvement, but it introduces a large tracking concern.
As part of their commitment to permanently erase tracking cookies, Google implemented a single global popup that allows Chrome users to choose between tracking or non-tracking experiences. The planned privacy features from Google are consistent with Apple’s offering, but industry experts warn about Google’s possible advantages due to its thorough account monitoring techniques. This change’s implementation schedule is unknown due to regulatory approval requirements and potential obstacles.
A positive user privacy transformation became achievable, but a fresh update introduced new privacy concerns. Google’s recent changes reintroduced digital fingerprinting as a tracked behaviour that the firm had deactivated in 2019, allowing it to be used on smart TVs, gaming consoles, and other devices.
Privacy Concerns and Industry Reactions
Privacy advocates have criticized Google’s new tracking rules, calling them a major violation of user privacy. As reported by BBC News, Mozilla’s Martin Thomson stated that “Google has given itself – and the advertising industry it dominates – permission to use a form of tracking that people can’t do much to stop.”
The UK’s Information Commissioner’s Office describes fingerprinting as “the collection of pieces of information about a device’s software or hardware, which, when combined, can uniquely identify a particular device and user.” Thomson further warned that “even privacy-conscious users will find this difficult to stop.”
Despite these concerns, Google maintains that the decision reflects the evolving digital landscape, where smart devices provide a broader space for advertisements. In a statement to BBC News, the company asserted, “privacy-enhancing technologies offer new ways for our partners to succeed on emerging platforms… without compromising on user privacy.”
Regulatory Uncertainty and Potential Pushback
The public’s opposition to the biometric expansion announcement in December was minimal. The public’s opposition to the new system has been progressively increasing since the changes became effective on February 16. The French data authority CNIL, in conjunction with other regulatory bodies, has expressed their apprehensions regarding the matter. CNIL warns that “the use of fingerprinting for advertising purposes requires the consent of users who must be able to refuse as simply as accept.”
Google maintains that users have the option to opt-in to personalized advertisements; however, privacy advocates advocate for a more robust and conspicuous method of declining these advertisements. “We continue to give users choice whether to receive personalized ads, and will work across the industry to encourage responsible data use,” Google stated.
Chrome customers are confronted with a complex situation as the debate regarding digital fingerprinting and user privacy grows. The eradication of tracking cookies represents a positive development in the realm of privacy protection, while fingerprinting has reemerged as a new privacy threat. For now, fingerprinting remains active and cannot be easily disabled, leaving many to wonder whether regulatory intervention will eventually mandate an opt-out option.
