Fingerprinting, which Google banned as “wrong” in 2019, has been resurrected: “a blatant disregard for user privacy”
Google recently enacted some new rules that make it easier to track people online while critics call it a blow to privacy.
Google is being criticized for a new rule that they themselves once criticized. But times have changed, and so has Google.
On Sunday, Google began to allow a data-tracking process called “fingerprinting”. This process collects information about the device a person is using, the browser they’re using, their time zone, battery level, and even IP address (the unique identifier used by internet devices).
How “fingerprinting” is different from collecting cookies
Fingerprinting can be used to target specific advertisements based on the user’s data. The difference between fingerprinting and collecting cookies is that cookies just store small files on a local device, and users have the choice to opt out. Fingerprinting, on the other hand, gives the user very little control over whether or not their data is collected and given to advertisers.
All of the data that is collected from fingerprinting makes it much easier to create a profile of the individual using the device and work out who they are, which is why critics are calling it a “blatant disregard for user privacy.
Per the UK’s ICO, Google apparently told advertisers yesterday that it will stop prohibiting the practice of fingerprinting starting February 16th. pic.twitter.com/DXqLTyFBHr
— Eric Seufert (@eric_seufert) December 19, 2024
Why Google backtracked on their 2019 stance on “fingerprinting”
In 2019, Google said that fingerprinting “subverts user choice and is wrong”, but now they’re doing it themselves. And it doesn’t stop at your laptop. Google is now using fingerprinting to track smart TVs and gaming consoles as well.
In 2019 Google said: “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.”
— Nostradamus 𓅦 (@fiatjaf) February 18, 2025
Now they are doing it. https://t.co/edzb4ZnbnI pic.twitter.com/lJFwKaNCyg
According to Google, they’ve changed their tune on fingerprinting due to the broader landscape of devices on which ads can be shown, and the wider range mean it’s harder to target ads to those using conventional data collection (cookies).
Google told BBC News in a statement: “Privacy-enhancing technologies offer new ways for our partners to succeed on emerging platforms... without compromising on user privacy.”
In Google’s statement announcing the change, they insist they “continue to give users choice whether to receive personalized ads, and will work across the industry to encourage responsible data use.”
Criticism of Google’s fingerprinting
BBC cited Martin Thomson, an engineer at Mozilla, who is one of those criticizing Google’s fingerprinting: “By allowing fingerprinting, Google has given itself - and the advertising industry it dominates - permission to use a form of tracking that people can’t do much to stop,” Thomson said.
Lena Cohen, staff technologist at the Electronic Frontier Foundation, made the point that Google’s change in heart with this type of data tracking reflects poorly on the company, as it shows they prioritize profit over privacy.
“The same tracking techniques that Google claims are essential for online advertising also expose individuals' sensitive information to data brokers, surveillance companies, and law enforcement,” she said.
Pete Wallace, general manager at the advertising technology firm GumGum, which uses contextual data for its ads, echoed the sentiments.
“Fingerprinting feels like it’s taking a much more business-centric approach to the use of consumer data rather than a consumer-centric approach,” said Wallace.
“This sort of flip-flopping is, in my opinion, detrimental to that route that the industry seemed to be taking towards this idea of really putting consumer privacy at the forefront.”
There is no way currently to opt out of fingerprinting.
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