The UK’s Information Commissioner’s Office (ICO) has criticized Google’s policy change allowing advertisers to use digital fingerprinting to track users, calling it “irresponsible.” The ICO warns this undermines user privacy and limits control over personal data.

Digital fingerprinting collects unique device information, making it harder for users to detect or block tracking compared to cookies. Stephen Almond, the ICO’s Executive Director of Regulatory Risk, emphasized the need for lawful and transparent deployment of such technologies, stating fingerprinting reduces user choice and control.

Google, shifting from its 2019 stance against fingerprinting, argues the change supports advertising on platforms like connected TVs without compromising privacy. However, the ICO has warned businesses using Google’s technology to prioritize transparency, secure consent, and uphold data rights, noting that compliance is a significant challenge.

Google maintains that privacy-enhancing technologies balance user choice and advertiser success. The ICO continues to monitor the situation, signalling potential intervention if fingerprinting is misused.

Link to ICO article: Our response to Google’s policy change on fingerprinting | ICO