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Google is facing severe criticism for enabling advertisers to track users through digital “fingerprints,” a practice raising concerns about its resistance to blocking efforts, even by privacy-conscious individuals.
It should be noted that fingerprinting involves collecting unique signals from a device’s software or hardware to identify users or devices—a more advanced and invasive alternative to cookies.
Google announced this week that starting mid-February, advertisers will be able to employ fingerprinting to target audiences on smart TVs, streaming platforms, and internet-connected gaming consoles, a rapidly growing sector known as connected TV (CTV). The company justified the move by highlighting advancements in privacy-enhancing technology.
However, this marks a shift from Google’s 2019 stance, where it stated: “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.”
The UK Information Commissioner’s Office (ICO) has expressed concerns that fingerprinting undermines consumer control and consent, describing Google’s decision as a departure from the principle of a privacy-centric internet. Unlike cookies, fingerprinting is harder to detect or block, and users cannot opt in or out as easily.
Stephen Almond, the ICO’s executive director for regulatory risk, stated: “We believe this change is irresponsible. Businesses do not have free rein to use fingerprinting as they please. Advertising technology must be lawfully and transparently deployed, and if it is not, the ICO will take action.”
The ICO has reiterated that fingerprinting is “not a fair means of tracking users online” due to its likely impact on reducing consumer choice and control over their personal data.
