<ul><li>The UK Information Commissioner’s Office (ICO) has criticized Google for allowing advertisers to track customers' digital fingerprints, calling it 'irresponsible'.</li><li>Fingerprinting, which involves gathering signals to uniquely identify a user or device, is harder to block and control compared to cookies.</li><li>Google's decision to allow fingerprinting departs from its previous stance in support of user privacy.</li><li>The ICO warns that this change undermines consumer control and choice over data collection and usage.</li></ul>

UK data regulator criticises Google for ‘irresponsible’ ad tracking change

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