Britain’s data protection regulator has criticized Google for allowing advertisers to track customers’ digital “fingerprints” without proper consent. The UK Information Commissioner’s Office (ICO) considers this practice “irresponsible” and fears it will undermine consumers’ control over their personal data.
Fingerprinting involves collecting signals from a device’s software or hardware, making it difficult for users to block and giving advertisers unparalleled tracking capabilities. Google announced that from mid-February, advertisers can use fingerprinting to target audiences on smart TV, streaming services, and gaming consoles, citing advances in technology that enhance customer privacy.
However, the ICO believes this move is a “step backwards” from Google’s previous stance that fingerprinting was wrong due to its inability for users to control their information. The regulator warns businesses must deploy such technologies lawfully and transparently, with users’ fair choice over data collection.
Google plans to hold further discussions with the ICO on the policy change but maintains it will give users choice over personalized ads and work across the industry to promote responsible data use.
Source: https://www.theguardian.com/technology/2024/dec/19/google-advertisers-digital-fingerprints-ico-uk-data-regulator