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UK’s ICO Labels Google ‘Irresponsible’ For Tracking Change
- The UK’s Information Commissioner’s Office (ICO) has labelled Google as “irresponsible” for a newly announced policy change for tracking users across different websites and platforms.
- From February 2025, organisations that use Google’s advertising products will be allowed to track customers’ digital fingerprints, a move criticised by the ICO for reducing people’s choice and control over how their information is collected.
- Digital fingerprinting, which can uniquely identify a particular device and user, is harder to detect and block, and users cannot consent as easily as they do with cookies.
- Fingerprinting could now replace the functions of third-party cookies, meaning businesses do not have free rein to use fingerprinting as they please.
- The ICO has threatened to intervene if the change is not “lawfully and transparently deployed.”
- Businesses must give users fair choices over whether to be tracked before using fingerprinting technology, says the ICO.
- Google claims the move will allow advertisers and brands to better reach desired audiences on smart TVs, streaming services and internet-linked games consoles, supported by privacy-enhancing technologies.
- Google had intended to phase-out of third-party cookies on the Chrome browser, but this was suddenly cancelled in July 2024.
- Mozilla’s Firefox and Apple’s Safari have already blocked third-party cookies.
- As advertisers are Google’s largest source of revenue, and the change is significant, the company is continuing to be engaged with and urged to comply by the ICO.
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