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Google is tracking your digital fingerprints again
The tech company makes a U-turn in its privacy promises.
Contrary to other data collection tools like cookies, digital fingerprinting is difficult to spot, and thus even harder for even privacy-conscious users to erase or block. To quote Google’s own position on fingerprinting from 2019: 'We think this subverts user choice and is wrong,'" wrote ICO executive director of regulatory risk Stephen Almond. The ICO warned that it will intervene if Google cannot demonstrate existing legal requirements for such tech, including options to secure freely-given consent, ensure fair processing, and uphold the right to erasure: "Businesses should not consider fingerprinting a simple solution to the loss of third-party cookies and other cross-site tracking signals."
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