The UK Information Commissioner’s Office (ICO) has expressed serious concerns over Google's decision to permit advertisers to utilize digital fingerprinting for tracking users online. The ICO argues that this technique undermines user privacy and control, as it is more difficult to detect and block compared to traditional cookies.
The UK Information Commissioner’s Office ( ICO ) has warned Google against allowing advertisers to track customers’ digital “fingerprints”, amid fears even privacy-conscious users will find the online monitoring technique difficult to block. The ICO has said that the practice will undermine consumers’ control and choice over how their data is collected and used, and Google ’s plan to allow its deployment departs from its “expectation of a privacy-driven internet”.
Fingerprinting is harder to spot and block and users cannot consent as easily as they do with the cookie windows that pop up often when browsing the internet, the data watchdog said. Google plans to allow advertisers to use fingerprinting from mid-February, citing the need for brands to better reach their desired audiences on smart TV, streaming services and internet-linked games consoles – a fast-growing advertising area known as connected TV (CTV). It also said there had been advances in technology that enhance customer privacy. “Unlike cookies, users cannot clear their fingerprint, and therefore cannot control how their information is collected. We think this subverts user choice and is wrong.” Stephen Almond, the ICO’s executive director for regulatory risk, said: “We think this change is irresponsible. “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.” The ICO believes 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.” “We continue to give users choice whether to receive personalised ads, and will work across the industry to encourage responsible data use
PRIVACY GOOGLE ADVERTISING FINGERPRINTING ICO
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