The UK's data protection authority has criticised Google over what it described as "irresponsible" policy changes regarding the way it tracks and collects information about users online to serve targeted advertising.
The UK Information Commissioner's Office (ICO) has issued a warning to Google expressing its objections to a "policy change" that allows advertisers to use "fingerprinting" technology, which involves cross-referencing device hardware and software information to uniquely identify a user.
“Digital fingerprinting” technology allows advertisers to uniquely identify a user for targeted advertising.
“Digital fingerprinting is not an equitable means of tracking users online because it can reduce user choice and people’s control over how their information is collected,” the ICO said.
Unlike "cookies" - data tags that allow companies to track internet users' paths around the web - digital fingerprints are based on data from a web surfer's software or device, making them harder to track.
According to the ICO, under Google's new terms of use published on Wednesday (December 18), digital fingerprints could "replace the functionality of third-party cookies" when they come into effect on February 16, 2025.
“We believe this change is irresponsible. Google itself has previously said that digital fingerprinting does not meet users' privacy expectations, as users cannot easily consent to it as they do to cookies,” the ICO criticized Google.
Additionally, according to the data privacy watchdog, it is more difficult to change or delete digital fingerprints than cookies, which means users do not have as many options when using the service, and not all customers are tech-savvy enough to delete digital fingerprints from their devices.
It is more difficult to change or delete digital fingerprints than cookies.
“We are continuing to engage with Google on this policy change,” the ICO added, warning that businesses do not have free rein to use digital fingerprints as they wish.
“Like all advertising technology, it must be deployed lawfully and transparently – and if it is not, the ICO will take action. Businesses must give users fair choices about whether to be tracked before using digital fingerprinting technology, including obtaining consent from their users where necessary,” the ICO said.
For its part, Google representatives said that digital fingerprinting is a growing trend in the world, like IP address data. The options that the technology corporation offers depend on the customer. Data such as "IP addresses are already widely used by others in the industry today," a Google spokesperson told AFP news agency.
The US tech giant "continues to provide users with a choice about whether to receive personalized ads and will work with the industry to encourage responsible use of data," a Google spokesperson added.
(Source: AFP)
Source: https://www.baogiaothong.vn/chinh-quyen-anh-chi-trich-chinh-sach-dau-van-ky-thuat-so-cua-google-192241220105816478.htm
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