Google has updated its advertising policies to permit 'fingerprinting,' a technique that allows online advertisers to gather more user data, including IP addresses and device information. This shift has sparked global privacy concerns.
While Google claims that fingerprinting is already widely used and that they will promote responsible data usage, critics argue that this change undermines user choice and makes it harder for individuals to control the data collected about them. Google previously opposed fingerprinting, stating in 2019 that it 'undermines user choice and is wrong.'
The policy change is justified by Google as a response to evolving internet usage on devices like smart TVs and consoles, where conventional data collection methods are less effective. They argue that this allows for more privacy options, but critics warn that it diminishes user control over their data.