On February 17, 2025, a new policy was published by Google that allows advertisers to collect extensive user data by using fingerprint techniques. This policy has drawn criticism from privacy and regulatory authorities.
What is Fingerprinting and Why is it Controversial?
Fingerprinting is a method used to track users by collecting detailed device information, such as:
- Internet Protocol (IP) addresses
- Browser versions
- Operating system details
- Display settings
- Fonts and plugins
Unlike traditional cookies, fingerprinting cannot be deleted or blocked by standard privacy tools, making it a persistent tracking method that remains even across different websites and browsing sessions.
Google’s Justification for the Change
The justification made by Google for this new privacy policy is to improve ad relevancy. Users can switch to different devices including smart TVs etc. and Google argues that advertisers deliver more absolute personalized marketing.
According to a Google spokesperson:
“Privacy-enhancing technologies enable fresh opportunities for our business partners to flourish on new platforms while maintaining user privacy.”
A Reversal in Google’s Stance on Fingerprinting
This policy shift represents a major U-turn for Google, which previously condemned fingerprinting as an unfair tracking method.
Back in 2019, Google labeled fingerprinting as a violation of user control, emphasizing that users should be able to opt out of tracking. The latest decision contradicts that earlier stance, granting advertisers permission to track users without their explicit consent.
Privacy Advocates Raise Concerns
Google’s new policy has been met with strong backlash from privacy activists and regulatory bodies:
- The UK’s Information Commissioner’s Office (ICO) has called the move “irresponsible.”
- Mozilla’s Martin Thomson warned that fingerprinting enables tracking methods that users cannot disable.
- Will Richmond-Coggan, a privacy law expert, described the change as “frightening, if not upsetting.”
Many critics argue that fingerprinting provides advertisers with an undetectable tracking method, making it nearly impossible for consumers to maintain control over their personal data.
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Regulatory and Legal Challenges Loom
It has been stated that fingerprinting must be used lawfully and transparently, warning that if the companies misuse this technology there could be a regulatory action.
The executive director, Stephen Almond stated that it should not be used secretly and illegally and must be used like other marketing techniques, otherwise, ICO will take action.
Other digital privacy organizations have expressed the implications of fingerprinting and the potential use of surveillance agencies, data brokers, and law enforcement.
What This Means for Users
By the change in the policy the users may find it difficult to protect privacy online. Advocates recommended the following steps for reducing exposure to fingerprinting.
- Use privacy-focused browsers like Firefox or Brave.
- Disable JavaScript where possible.
- Use VPNs to mask IP addresses.
- Regularly update software to reduce tracking vulnerabilities.
Final Thoughts: A Growing Privacy Debate
As digital technologies are growing day by day, the fingerprinting policy debate continues to escalate. This decision of google could pave way for companies to improve their advertising experience through multiple devices. As Google is the trusted platform and there will be no concerns related to the user’s security google is safe and sound.
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But the updated policy is also intriguing, Will authorities intervene to restrict fingerprinting methods? Or will advertisers gain even more access to user data without explicit consent? The future remains uncertain.
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