Google’s new policy on tracking people online has been met with criticism from privacy campaigners. The changes, set to come into effect on Sunday, allow so-called “fingerprinting”, which enables advertisers to collect more data about users including their IP addresses and information about their devices.
The company claims the data is already widely used by other companies and encourages responsible data use. However, opponents argue that this new rule makes it harder for users to control what data is collected about them.
Fingerprinting collects information about a person’s device and browser, putting together a unique profile of that individual. This can be used to target specific ads based on the user’s data, raising concerns over privacy.
Critics say Google prioritizes profits over user privacy by allowing this tracking technique. The UK’s data watchdog, the Information Commissioner’s Office (ICO), has described the change as “irresponsible” and calls for advertisers and businesses to demonstrate how they are staying within data and privacy laws.
Google maintains that it is committed to giving users choice on personalized ads and working with the industry to encourage responsible data use. However, many experts question this stance, citing the potential risks of exposing sensitive information to data brokers and surveillance companies.
Source: https://www.bbc.com/news/articles/cm21g0052dno