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UK ICO response to Google's policy change on device fingerprinting
Yesterday, Google announced to organisations that use its advertising products, that from 16 February 2025, it will no longer prohibit them from employing fingerprinting techniques. Our response is clear: businesses do not have free rein to use fingerprinting as they please.
We have taken the step of publishing draft guidance today on how data protection law, including PECR, applies to storage and access technologies such as fingerprinting. Our guidance forms part of the ICO’s upcoming strategy to give people meaningful control over how their information is used to show them personalised adverts. When you choose an option on a consent banner or ‘clear all site data’ in your browser, you are generally controlling the use of cookies and other traditional forms of local storage.
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