Google has announced a major shift in its digital tracking policies that will extend far beyond Chrome browsers starting February 16th. The tech giant plans to implement expanded device fingerprinting across smart TVs, gaming consoles, and other connected devices - a move that's raising serious privacy concerns.
Digital fingerprinting collects unique data points about devices and users that, when combined, can identify and track individuals across platforms. Unlike cookies that users can delete, fingerprinting relies on harder-to-control signals that persist even after clearing browsing data.
The UK's Information Commissioner's Office (ICO) has criticized the change as "irresponsible," noting that Google previously declared such tracking methods "subvert user choice and are wrong." The ICO warns that fingerprinting reduces user control and transparency compared to traditional cookie-based tracking.
Google defends the policy update, citing evolving technology and user behavior, particularly the growth of Connected TV advertising. The company claims new privacy-enhancing technologies will help protect users while meeting advertiser needs across fragmented digital environments.
However, privacy advocates worry this represents a concerning expansion of Google's tracking capabilities. While Chrome browser tracking has faced scrutiny, this change enables monitoring across a broader range of devices and platforms that users interact with daily.
The timing is notable, coming as Google faces pressure from U.S. regulators over Chrome's market dominance. The Department of Justice is pushing for potential divestment of the browser as part of antitrust actions.
For users concerned about privacy, the new tracking methods may prove more difficult to detect and block compared to cookies. The ICO emphasizes that businesses must still deploy such tracking lawfully and transparently, warning it will take action against violations.
The changes take effect in approximately eight weeks, marking a significant shift in how Google monitors user activity across the digital landscape. While the company promises privacy protections, the move represents an unprecedented expansion of cross-device tracking capabilities.