Google Starts Tracking All Your Devices In 6 Weeks

Google plans to implement digital fingerprinting across all devices, including Smart TVs and gaming consoles, starting February 16, 2025. Forbes This technology enables user identification without relying on cookies, raising significant privacy concerns. The UK's Information Commissioner's Office (ICO) has expressed apprehension, stating that fingerprinting diminishes user control over personal data and lacks transparency. Google argues that advancements in privacy-enhancing technologies allow for secure data management, balancing user privacy with advertisers' needs. Critics, however, fear this approach may lead to invasive tracking practices that are difficult for users to detect or prevent. The ICO warns that organizations employing such technologies must comply with legal standards and operate transparently, or they may face regulatory action. This development underscores the ongoing tension between technological innovation in advertising and the imperative to protect user privacy in an increasingly connected digital landscape.