Google Makes Spying Great Again
Published On: February 19, 2025
Google has reversed its stance on digital fingerprinting, a controversial tracking method that enables advertisers to collect user data without explicit consent. The change, which took effect on February 16, 2025, allows advertisers using Google’s ad infrastructure to build detailed user profiles based on device-specific information such as IP addresses, screen resolutions, operating systems, and even battery levels.
A U-turn on privacy
Google’s policy shift is a stark contrast to its 2019 position when the company condemned fingerprinting as a method that “subverts user choice and is wrong.” Unlike cookies, which users can delete or block, fingerprinting creates a persistent digital identity that is difficult—if not impossible—to erase.
In justifying its decision, Google argues that the industry has already been using similar techniques and that fingerprinting will help businesses adapt to a changing digital landscape. The company maintains that privacy-enhancing technologies will continue to protect users, stating: “We continue to give users a choice whether to receive personalized ads and will work across the industry to encourage responsible data use.”
However, it seems like users have even less say over their data now since fingerprinting runs in the background with no way to opt out.
Privacy advocates and regulatory bodies have voiced strong opposition to the change, calling it a blatant prioritization of corporate profits over user privacy. The UK’s Information Commissioner’s Office (ICO) stated that fingerprinting is “not a fair means” of tracking users, as it significantly reduces individual choice and control.
Mozilla’s distinguished engineer Martin Thomson criticized the move, noting: “By allowing fingerprinting, Google has given itself—and the advertising industry it dominates—permission to use a form of tracking that people can’t do much to stop.”
How can users protect themselves?
However, privacy-conscious users have some options to mitigate tracking:
- Use privacy-focused browsers – Firefox and Brave offer fingerprinting protection features that scramble certain data points, making it harder for trackers to create a unique identifier
- Try anti-fingerprinting extensions – Extensions like Canvas Blocker can obscure certain browser characteristics to prevent accurate fingerprinting
- Use a VPN – While not foolproof, VPNs can mask IP addresses, making tracking slightly more difficult
Despite these measures, experts agree that fingerprinting’s stealthy nature makes it a significant threat to online privacy. As regulatory bodies evaluate the implications of Google’s policy shift, the broader debate over digital tracking and user consent is likely to intensify.