# Google’s Shift in Privacy Policy: Advertisers Now Allowed to Use Fingerprinting Techniques
## Introduction
Google has been a key player in the ongoing discussion about online privacy. Despite the introduction of various privacy-oriented features in recent times, its recent policy modification has caused alarm among both regulators and users. Effective February 16, 2025, Google has lifted its prohibition on fingerprinting, thus permitting advertisers to track users throughout the web with this contentious method.
This move has drawn criticism from privacy advocates and regulatory authorities, who contend that fingerprinting compromises user autonomy over their personal information. In this article, we will delve into what fingerprinting entails, the reasoning behind Google’s change, and its implications for internet users.
—
## What Is Fingerprinting?
Fingerprinting refers to a technique used by advertisers and data trackers to recognize and monitor users across various websites and devices. Unlike cookies that require user permission, fingerprinting gathers multiple data points from a user’s device, including:
– **IP address**
– **Operating system details**
– **Screen resolution**
– **Browser settings**
– **Installed fonts and plugins**
– **Battery level**
By merging these data points, advertisers can form a distinct “fingerprint” for individual users, enabling them to monitor online behavior even when cookies are disabled or erased.
—
## Google’s Privacy Policy Reversal
In 2019, Google prohibited fingerprinting as part of its comprehensive initiative to bolster user privacy. Nevertheless, in December 2024, the company subtly revealed that it would revoke this prohibition, allowing advertisers to return to fingerprinting methods.
Google defended this change by asserting that when combined with **Privacy-Enhancing Technologies (PETs)**, fingerprinting could be utilized responsibly to enhance ad targeting without compromising user privacy. However, numerous privacy professionals and regulators disagree, asserting that fingerprinting inherently diminishes user choices and control.
—
## Why Did Google Alter Its Policy?
Google’s choice to reauthorize fingerprinting seems to stem from financial motives. The majority of the company’s revenue comes from advertising, and as privacy regulations have tightened, advertisers have found it increasingly difficult to track users efficiently.
By reinstating fingerprinting, Google provides advertisers with a robust tool for continuing personalized ad targeting, thereby boosting ad revenue. However, this action contradicts Google’s earlier assertion that fingerprinting “undermines user choice and is improper.”
—
## Regulatory and Public Response
Google’s policy alteration has drawn attention from regulatory bodies. The UK’s **Information Commissioner’s Office (ICO)** swiftly reacted, denouncing the move and highlighting that fingerprinting is not a just means of tracking users.
In a statement, the ICO expressed:
> “Fingerprinting is likely to limit people’s choices and control over how their data is collected. Google has previously indicated that fingerprinting does not align with users’ privacy expectations.”
The ICO also cautioned advertisers that they are obligated to adhere to **privacy regulations**, including obtaining user consent prior to employing fingerprinting technology.
Considering the European Union’s stringent **General Data Protection Regulation (GDPR)** and other international privacy standards, Google’s decision will likely undergo additional examination in the upcoming months.
—
## What This Means for Users
For typical internet users, Google’s policy adjustment signifies that advertisers will gain enhanced capabilities to monitor online actions, even if users attempt to safeguard their privacy.
Here are some steps users can take to reduce tracking:
1. **Utilize a VPN** – A virtual private network (VPN) can obscure your IP address, complicating tracking for advertisers.
2. **Adopt Privacy-Oriented Browsers** – Browsers such as **Brave, Firefox, and DuckDuckGo** provide built-in defenses against fingerprinting.
3. **Disable JavaScript** – Many fingerprinting methods depend on JavaScript, so turning it off can diminish tracking.
4. **Employ Anti-Fingerprinting Extensions** – Certain browser extensions can assist in blocking fingerprinting efforts.
5. **Frequently Clear Cookies and Cache** – Although this won’t eliminate fingerprinting, it can limit other tracking strategies.
—
## Conclusion
Google’s decision to permit fingerprinting again signifies a notable change in its privacy practices. While the company asserts that it will implement protections, privacy advocates and regulators remain doubtful.
As anxieties regarding digital privacy intensify, it is vital for users to remain informed and take proactive measures to safeguard their personal data. Simultaneously, regulatory authorities will likely amplify pressure on Google to ensure that user rights are not compromised in the quest for advertising revenue.
What are your thoughts on Google’s recent privacy decision? Share your opinions in the comments below! 🚀
