Google Faces GDPR Complaint Over Privacy Sandbox Tracking

Austrian advocacy group NOYB alleges Google's ad privacy feature misleads users into consenting to first-party tracking.

NOYB claims Google's Privacy Sandbox tracks users within the Chrome browser despite promises of enhanced privacy.
The complaint was filed with the Austrian data protection authority, citing a lack of informed consent from users.
Google's ad privacy feature prompts users to enable tracking, which NOYB argues is deceptive and violates EU rules.
This is not the first time Google's privacy practices have come under scrutiny; previous issues include Incognito mode tracking.
The UK Competition and Markets Authority has also expressed concerns about the Privacy Sandbox's impact on user privacy.