ICO criticises Google over ‘irresponsible’ advertising tracking change
ICO criticises Google over ‘irresponsible’ advertising tracking change
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The UK’s data protection regulator has criticised Google over its decision to allow advertisers to use technology to track users which is harder to control or block. The Information Commissioner’s Office (ICO) said Google’s decision was “irresponsible” and accused the company of a U-turn, having previously prohibited the use of so-called fingerprinting technology.
Fingerprinting involves collecting pieces of information about a device’s software and hardware which can be combined to uniquely identify a device and its user – and the ICO has warned that this technology is harder to wipe than clearing cookies or site data from a web browser, meaning users could continue to be identified by advertisers.
The ICO’s intervention comes after the regulator said Google had told firms which use its advertising products that from February 2025, it will no longer prohibit the use of fingerprinting techniques within its ad products. Stephen Almond, the ICO’s executive director for regulatory risk, said: “Yesterday, Google announced to organisations that use its advertising products, that from 16 February 2025, it will no longer prohibit them from employing fingerprinting techniques.
“Our response is clear: businesses do not have free rein to use fingerprinting as they please. Like all advertising technology, it must be lawfully and transparently deployed – and if it is not, the ICO will act. Fingerprinting involves the collection of pieces of information about a device’s software or hardware, which, when combined, can uniquely identify a particular device and user.
