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fliptop writes:

Lukasz Olejnik opines:

While I once hoped 2017 would be the year of privacy, 2024 closes on a troubling note, a likely decrease in privacy standards across the web. I was surprised by the recent Information Commissioner's Office post, which criticized Google's decision to introduce device fingerprinting for advertising purposes from February 2025. According to ICO, this change risks undermining user control and transparency in how personal data is collected and used. Could this mark the end of nearly a decade of progress in internet and web privacy? It would be unfortunate if the newly developing AI economy started from a decrease of privacy and data protection standards. Some analysts or observers might then be inclined to wonder whether this approach to privacy online might signal similar attitudes in other future Google products, like AI.

[...] What Is Fingerprinting? Device fingerprinting involves collecting information about user devices, such as smartphones or computers, to create a unique identifier, often to track people or their activities as they browse around the web. This data may include IP addresses, browser user-agent strings, screen resolution, or even details like battery discharge rate. Fingerprinting is particularly concerning because it can be passive—requiring no user interaction. Data is collected without the user's knowledge and linked to their device. Upon subsequent browsing, systems can recognize the same visitor, enabling ad tracking or uncovering private information, such as browsing habits.

This form of identification is neither transparent nor user-friendly. Users are often unaware it is happening, and when done without their consent, awareness, or other legal grounds, it breaches laws. Unlike cookies or other mechanisms, such identifiers cannot be easily "cleared," making them especially invasive. Nevertheless, websites, advertising technologies, and others have continued to use them. Remarkably, large technology companies like Apple and Google once vowed not to engage in such practices. This commitment marked a major achievement for privacy, driven by advancements in privacy research and engineering. Large platforms even began competing to enhance user privacy, benefiting users' welfare and reducing the risk of data misuse or leaks. This issue cannot simply be reduced to "Google does this, and the ICO critiques it."

The editorial goes on to describe the Google Ads policy change, discusses why it's drastic, and notes the contradictions it creates.

Originally spotted on Schneier on Security.

Previously: ICO Puts Foot Down on Google's Planned Fingerprinting Change

Original Submission

1. "fliptop" - https://soylentnews.org/~fliptop/
2. "opines" - https://blog.lukaszolejnik.com/biggest-privacy-erosion-in-10-years-on-googles-policy-change-towards-fingerprinting/
3. "2017" - https://blog.lukaszolejnik.com/2017-will-be-the-year-of-privacy-and-here-is-why/
4. "Information Commissioner's Office post" - https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2024/12/our-response-to-google-s-policy-change-on-fingerprinting/?ref=blog.lukaszolejnik.com
5. "battery" - https://blog.lukaszolejnik.com/battery-status-not-included-assessing-privacy-in-w3c-web-standards/
6. "Schneier on Security" - https://www.schneier.com/blog/archives/2025/01/google-is-allowing-device-fingerprinting.html
7. "ICO Puts Foot Down on Google's Planned Fingerprinting Change" - https://soylentnews.org/article.pl?sid=24/12/24/152233
8. "Original Submission" - https://soylentnews.org/submit.pl?op=viewsub&subid=64725

printed from SoylentNews, Biggest Privacy Erosion in 10 Years? On Google's Policy Change Towards Fingerprinting on 2025-01-24 07:31:52