Google's new tracking policy sparks outrage among users
- Google is rolling out digital fingerprinting across connected devices starting February 16, 2025.
- Critics, including the UK's information regulator, highlight concerns about the privacy implications of this tracking method.
- Users are advised to stay vigilant regarding their privacy settings as new tracking practices unfold.
In 2025, the United Kingdom's information regulator raised concerns over a significant change in how users are tracked across connected devices due to Google's announcement. Starting February 16, 2025, Google plans to roll out digital fingerprinting, which allows tracking across various platforms beyond just browsers like Chrome. This move was prompted by the evolution of advertising methods and the expansion of device usage for ad serving, including connected TVs and gaming consoles. The ICO has expressed that fingerprinting is an unfair and intrusive means of tracking users, potentially limiting their ability to control personal data. The decision to implement fingerprinting also aligns with recent developments in a large-scale leak of user location data, which highlighted the extensive reach of certain applications in collecting sensitive information. Numerous popular apps, including Candy Crush and Tinder, have been identified as collecting such data without transparency. The implications of this digital fingerprinting raise alarm bells about user privacy, especially since many users may not be aware of these tracking practices and how they operate behind the scenes. Critics have pointed out that as Google pushes for expanded tracking across various platforms, the risks to user privacy will grow significantly. The advertising industry remains complex, with various players vying for access to user data. This change could heighten the competitive landscape among technology companies and intensify the scrutiny they face from regulators concerned about user rights and privacy violations. As this new tracking measure approaches its implementation, users are urged to remain vigilant about their privacy settings and data usage across all applications and devices. The growing trend of digital fingerprinting could fundamentally shift how users interact with technology, potentially leading to a new era of tracking practices that many might find intrusive if not adequately controlled.