UK regulator criticises Google targeted adverts plans
data protection watchdog on Thursday criticised Google for an «irresponsible» policy change on how online user information can be tracked and collected for targeted advertising.
The Information Commissioner's Office (ICO) warned Google against a policy «U-turn» allowing advertisers to use «fingerprinting» technology, which involves cross-referencing device hardware and software information to uniquely recognise a user.
«Fingerprinting is not a fair means of tracking users online because it is likely to reduce people's choice and control over how their information is collected,» the ICO said in a statement.
Unlike «cookies» — the data tags that allow companies to trace an internet user's path on the web — digital fingerprinting relies on data from the surfer's software or device, making it harder to control.
According to the ICO, under Google's changed terms of use published on Wednesday, the digital footprint could «replace the functions of third-party cookies» when it comes into effect on February 16, 2025.
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