Google’s New Ad Policy Sparks Privacy Concerns: A Major Shift in Data Tracking

A significant privacy issue erupted on February 17, 2025, after Google implemented its new policy, which created widespread debate between privacy advocates and regulatory bodies. The technology giant enables online advertisers to deploy powerful fingerprinting tracking, through which detailed user data is collected to generate unique profiles that stick between various sites and hardware.

The U.K.’s Information Commissioner’s Office (ICO) and privacy advocates have strongly criticized this decision. They view Google’s recent actions as “irresponsible” and contrary to the company’s previous position against fingerprinting.

The process of fingerprinting raises public controversy, but its nature remains unclear.

Regular browser cookies lack blocking mechanisms, so users cannot prevent being tracked. In contrast, fingerprinting remains undetectable and unblockable, making tracking permanent. Surveillance experts criticize advertisers for using this method to deliver custom ads because it allows uncontrolled monitoring without user permission. The practice allows advertisers and feasible entities, such as data brokers, surveillance providers, and law enforcement agencies, to monitor users through devices against their knowledge and control.

Google’s U-Turn on Privacy Commitments

This policy is the complete opposite of Google’s previous position on the matter. In 2019, Google explicitly condemned fingerprinting because, according to the company, this anticooperative practice violated user decision-making ability and amounted to wrongdoing. The company strongly supported user control of personal data and clearly expressed its views against fingerprinting due to its unethical nature in 2019.

Google has introduced fresh advertisement solutions due to the increasing adoption of smart TVs and gaming consoles. This change in direction concerns privacy advocates, who believe the company values its advertising revenue more than user privacy while breaking its original commitments.

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