Overview

• The UK Information Commissioner’s Office (ICO) has criticized Google for allowing advertisers to use fingerprinting technology starting February 16, 2025.
• Fingerprinting collects unique device data, making it more difficult for users to block or erase compared to cookies, raising concerns about privacy and transparency.
• Google previously opposed fingerprinting, stating in 2019 that it undermines user choice and control, but now argues it supports connected TV and privacy-enhancing technologies.
• The ICO warned that fingerprinting may violate data protection laws unless companies ensure transparency, freely-given consent, and user rights like data erasure.
• Google has committed to further discussions with the ICO and emphasized its efforts to encourage responsible data use while maintaining user choice for personalized ads.