ICO Slams Google's U-Turn on Fingerprinting: Privacy Concerns Raised

The UK's Information Commissioner's Office (ICO) has expressed serious concerns over Google's decision to allow fingerprinting technology within its advertising products from February 16th, 2025. The ICO argues that fingerprinting is inherently difficult for users to control, undermining user privacy expectations and potentially replacing third-party cookies. Businesses, the ICO stresses, must adhere to data protection laws, including securing explicit user consent, ensuring transparency and fair processing, and upholding information rights. Draft guidance has been released, with a consultation launching December 20th to ensure compliance.