Metro
Fantasy World Explorer
LEVEL 1
300 XP
https://www.securitylab.ru/glossary/Google/ recently announced that from February 16, 2025, companies using the corporation's advertising products https://support.google.com/marketingplatform/answer/15732590 fingerprinting. This technology allows you to identify the user's device based on software and hardware data. The British https://www.securitylab.ru/glossary/ico/ regulator https://ico.org.uk/about-the-ico/me...-to-google-s-policy-change-on-fingerprinting/ this decision, as it believes that fingerprinting restricts users' privacy rights.
Fingerprinting can replace the functionality of third-party cookies that are used to track users' online activities. However, ICOs emphasize that this deprives people of the ability to choose how their data is collected and used. In 2019, Google stated that fingerprinting violates the right to choice and transparency. Now the company has changed its position.
The ICO has published draft recommendations on the use of fingerprinting in accordance with data protection legislation. These guidelines describe requirements such as transparency, obtaining voluntary consent, ensuring fair processing of data, and giving users control over their data. A consultation on the project is expected to begin on December 20 so that companies can share their comments. According to the ICO, it will not be easy to meet these requirements.
Fingerprinting is more difficult to control than cookies. Even if the user clears the browser data, the device can be recognized again, which weakens privacy protections, even for those who actively try to avoid tracking.
The ICO continues to partner with Google and is preparing to unveil its strategy to protect user data early next year. The goal is to give people back control over how their information is used for personalized advertising.
Fingerprinting can replace the functionality of third-party cookies that are used to track users' online activities. However, ICOs emphasize that this deprives people of the ability to choose how their data is collected and used. In 2019, Google stated that fingerprinting violates the right to choice and transparency. Now the company has changed its position.
The ICO has published draft recommendations on the use of fingerprinting in accordance with data protection legislation. These guidelines describe requirements such as transparency, obtaining voluntary consent, ensuring fair processing of data, and giving users control over their data. A consultation on the project is expected to begin on December 20 so that companies can share their comments. According to the ICO, it will not be easy to meet these requirements.
Fingerprinting is more difficult to control than cookies. Even if the user clears the browser data, the device can be recognized again, which weakens privacy protections, even for those who actively try to avoid tracking.
The ICO continues to partner with Google and is preparing to unveil its strategy to protect user data early next year. The goal is to give people back control over how their information is used for personalized advertising.