Businesses paying for Google’s advertising products will be permitted to use fingerprinting techniques to gather information on users, provided they do not misuse its identification purpose unlawfully. The ICO has the authority to take legal action against any entity that unfairly track users, rather than identify software or hardware devices and users.
The ICO believes it is unfair and against users’ rights to privacy to use fingerprinting as it reduces their control over data collection. Google’s policy change will substitute third-party cookies that require user consent to move towards fingerprinting. Google has previously acknowledged that this would overlook user expectations for privacy, which the ICO opposes.
Starting February 16, 2025, organisations using Google’s advertising tech can implement fingerprinting without violating Google’s policies and complying with the requirements of data protection law. This shift is significant given Google’s influence in online advertising and ICO has issued guidance on how the law applies to technologies like fingerprinting.
Fingerprinting is so hindering to privacy expectations because it relies on signals that are not easy to wipe. Even if data is ‘permanently’ deleted, fingerprinting biometrics could detect and recognise your identity.
