How Google Is Selling Your Personal Information Again?

Google has made a surprising move by reversing a crucial privacy-enhancing advertising rule, allowing advertisers to track users online through fingerprinting—a technique that gathers personal data without explicit user consent. The decision, effective February 16, has sparked concerns from regulators and privacy advocates, raising questions about Google’s commitment to user privacy.

Google’s Privacy Reversal: What’s Happening?

Google initially banned fingerprinting in 2019, aligning itself with growing consumer concerns over digital privacy. However, in December 2024, Google quietly announced that it would reverse this ban, allowing advertisers to collect data such as IP addresses, device information, and browsing habits to create detailed user profiles. This change enables advertisers to track individuals across websites and devices, increasing ad targeting precision and maximizing Google’s advertising revenue.

Key Points:

• Google has reintroduced fingerprinting, which it previously deemed unethical.

• Fingerprinting allows advertisers to track users without their consent.

• Regulators, including the UK’s Information Commissioner’s Office (ICO), have raised serious concerns.

• The change took effect on February 16, 2025.

Why Is This Move Controversial?

Fingerprinting is widely regarded as a privacy-invasive technique. Unlike cookies, which users can accept or decline, fingerprinting collects data without user awareness or control. This includes:

• IP addresses

• Operating system details

• Screen resolution

• Battery percentage

When combined, these details create a unique digital fingerprint, allowing companies to track individuals across different websites and devices.

Regulatory Backlash: ICO Calls It “Irresponsible”

Google’s decision has been met with immediate regulatory scrutiny. The UK’s Information Commissioner’s Office (ICO) released a statement condemning the move, using the term “fingerprinting” 20 times in its response—something Google carefully avoided in its policy announcement.

According to the ICO:

“Fingerprinting is not a fair means of tracking users online because it is likely to reduce people’s choice and control over how their information is collected. This change to Google’s policy means fingerprinting could now replace the functions of third-party cookies.”

ICO officials further stated that Google’s own policies from 2019 labeled fingerprinting as an unethical practice that “subverts user choice.” The regulator has vowed to engage with Google to address the issue, while reminding advertisers that data protection laws still apply.

Google’s Justification: A Privacy-Preserving Spin?

Google claims its updated tracking methods will incorporate privacy-enhancing technologies (PETs) to prevent advertisers from identifying individuals directly. In a statement, Google said:

“At Google, we have already been using these signals responsibly to fight against spam and fraud for years. Now, with new innovations like PETs, we see an opportunity to set a high privacy bar while helping businesses reach their customers.”

Critics, however, remain skeptical, arguing that Google is prioritizing ad revenue over user privacy.

A Strategic Announcement Timing?

Privacy advocates also question the timing of Google’s announcement. The policy reversal was quietly announced in December 2024, just before the holiday season, when most users were unlikely to notice major policy changes.

Google’s decision to implement the change in mid-February 2025 further suggests an attempt to avoid public backlash until after the busy holiday shopping period.

How Fingerprinting Impacts Users

For everyday internet users, Google’s policy change could lead to:

• More intrusive tracking: Users will find it harder to escape targeted advertising.

• Reduced privacy: Personal data will be collected without clear consent.

• Increased security risks: Cybercriminals could exploit fingerprinting techniques.

What Happens Next?

• The ICO is currently consulting advertisers and legal experts to evaluate whether Google’s fingerprinting practices comply with privacy regulations.

• The European Union is expected to respond, given its strict data protection laws under GDPR.

• Tech companies like Apple, which have strong anti-tracking policies, may take a stance against Google’s move.

What Can Users Do to Protect Themselves?

While regulatory action is still unfolding, users can take the following steps to minimize tracking:

✅ Use privacy-focused browsers (Brave, Firefox, or Safari) that block fingerprinting.

✅ Enable VPN services to mask IP addresses.

✅ Regularly clear cookies and cache to prevent tracking.

✅ Limit ad personalization in Google account settings.

✅ Install browser extensions like Privacy Badger to detect fingerprinting.

Final Thoughts: Is This the Beginning of a Privacy War?

Google’s reversal on fingerprinting marks a significant shift in digital privacy. While the company has previously improved privacy practices under regulatory pressure, its latest move indicates that profitability still outweighs user rights.

The coming months will be crucial as privacy watchdogs, governments, and advocacy groups react to Google’s decision. Will regulators force Google to reverse course, or is this the new normal for online tracking?

For now, users must remain vigilant and take proactive steps to safeguard their online privacy.

Source: BGR