The British regulator ICO is not happy with a decision by Google to allow fingerprinting for advertisements. “Our response is clear: companies do not have free rein to use fingerprinting as they wish. Like any advertising technology, it must be applied lawfully and transparently and if it is not, the ICO will take action,” said Stephen Almond. director of regulatory risks at the supervisory authority.
Fingerprinting looks at properties of the system and the browser to create a unique fingerprint of the user. In this way, trackers can follow users across the internet without relying on cookies. According to the ICO, fingerprinting is not a fair way to track people across the internet as it is likely to reduce people’s choice and control over how their information is collected. “The adjustment to Google’s policy means that fingerprinting can now replace the use of third-party cookies,” says Almond.
“We think this adjustment is irresponsible,” says the ICO director. further. Google itself has previously said that fingerprinting does not meet users’ expectations for privacy, because users cannot easily give permission for it as with cookies. “Unlike cookies, users cannot delete their fingerprint, and therefore cannot control how their information is collected. We believe this undermines user choice and is wrong,” Google said in 2019.
The tech company has now changed its mind and will allow fingerprinting in its own advertising products from February 16 next year. “We continue to engage with Google about this shift and the farewell it represents to our expectations of a privacy-friendly Internet,” Almond noted. Organizations will soon be allowed to use fingerprinting via Google’s advertising services without violating Google’s policy. “Given the position and size that Google has in the online advertising ecosystem, this is significant,” the ICO director added.
Almond reiterates that organizations that use fingerprinting must demonstrate that they comply with the law, including transparency and offering free choice. “Based on our understanding of how fingerprinting works and is used for advertising, this is a high bar. Companies should not think that fingerprinting is a simple solution to the disappearance of third-party cookies and other cross-site tracking methods,” the ICO said. director. The regulator will release more information next year about what it plans to do to give people real freedom of choice over how their information is used.
In short:
| Topic | Summary |
|---|---|
| ICO’s Stance on Fingerprinting | The ICO is opposed to Google’s decision to allow fingerprinting for ads, emphasizing it must be lawfully and transparently applied. |
| Concerns About User Privacy | Fingerprinting can reduce user choice and control over personal information collection, as users cannot delete their fingerprints like cookies. |
| Google’s Policy Change | Google plans to permit fingerprinting for its ad products starting February 16 next year, contradicting its previous stance on user privacy. |
| Significance of Google’s Position | Google’s dominance in online advertising means this policy change could significantly impact user tracking practices across the web. |
| Legal Compliance Expectations | Organizations using fingerprinting must comply with laws regarding transparency and user choice; the ICO warns it’s not a simple solution. |
