Fingerprinting is a sophisticated tracking method that collects unique characteristics from a user’s device. Unlike traditional tracking methods like cookies, which users can delete or block, fingerprinting is much harder to evade since it relies on passive data collection. Google argues that fingerprinting enhances security, helping to detect fraudulent activity, prevent unauthorized logins, and improve ad targeting. The new privacy policy enables Google to track users across phones, tablets, and computers, building an even more detailed user profile. While Google insists the data is for security and advertising, critics fear it could be exploited for mass surveillance or third-party data sharing. “We think this change is irresponsible. We think this subverts user choice and is wrong,” said Stephen Almond, executive director of regulatory risk at the United Kingdom’S Information Commissioner’‘s Office. ‘We think fingerprinting does not meet users’ expectations for privacy, as users cannot easily consent to it as they would cookies,’ said Almond.
