Google is set to implement a new digital fingerprinting system across various devices, sparking privacy concerns. This move comes amidst ongoing tensions between tech giants over user data and search engine dominance.

The UK’s Information Commissioner’s Office has warned that Google’s new policy, set to take effect on February 16, could “reduce people’s choice and control over how their information is collected.” The ICO stated, “This is digital fingerprinting across connected devices,” explaining that it involves collecting information about a device’s software or hardware to uniquely identify users.

Expanding Beyond Traditional Browsers

This change extends beyond traditional browsers like Chrome, potentially affecting connected TVs and gaming consoles. Identity Week cautioned that “organizations using Google’s advertising tech can implement fingerprinting without violating Google’s policies,” raising questions about compliance with data protection laws.

The timing of this announcement is notable, coming shortly after Google criticized Microsoft for “spoofing” its homepage on Bing searches. According to The Verge, Microsoft created “a clear attempt to make Bing look like Google for this specific search query.”

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Legal Challenges and Privacy Concerns

Adding to Google’s challenges, a federal judge has refused to dismiss a privacy class action lawsuit. Reuters reported that the suit claims Google “collected personal data from people’s cellphones after they switched off a button to stop the tracking.”

As these developments unfold, users are caught in the middle of the tech giants’ ongoing battle for data and market share. With digital fingerprinting set to begin in just six weeks, consumers are advised to stay informed about these changes and their potential impact on personal privacy.

Read more at Forbes