The UK’s Information Commissioner’s Office (ICO) has condemned Google for introducing a new advertising feature that allows tracking of users’ digital “fingerprints.”
The regulator warned this practice undermines consumer control over personal data and deviates from the principle of a privacy-driven internet.
Digital fingerprinting gathers signals from a device’s hardware or software to uniquely identify users, making it harder to block than traditional cookies. Unlike cookies, users cannot easily consent to or remove fingerprinting.
Google announced that from mid-February, advertisers could use fingerprinting to target audiences on connected TVs, streaming platforms, and internet-linked gaming consoles. The company claims advancements in technology will enhance privacy, despite concerns.
In 2019, Google stated that fingerprinting subverted user choice and was wrong. The ICO now views the shift as irresponsible.
Stephen Almond, the ICO’s executive director for regulatory risk, said businesses must use fingerprinting lawfully and transparently or face regulatory action.
The ICO emphasized that fingerprinting reduces user control and could replace third-party cookies, requiring businesses to provide fair choices under data protection laws. Google plans further discussions with the ICO about the changes.
This development highlights ongoing tensions between tech companies and regulators over online privacy.
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