Google Starts Tracking All Your Devices—How To Stop It

Forbes - Mar 9th, 2025
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Google has reversed its stance on digital fingerprinting, a controversial tracking method, by allowing advertisers to use it to uniquely identify and track internet users across the web. This move has drawn criticism from privacy-focused organizations like Proton, which highlights the difficulty users face in managing their online privacy when such techniques are employed. The report also notes that Google's decision coincides with concerns over silent tracking of Android phones and the tech giant's postponed global prompt for cookie opt-out, marking a significant shift in its privacy policies.

The implications of Google's decision are profound, as digital fingerprinting is notoriously challenging to detect and block, making it harder for users to control their privacy settings. Regulators in the UK and France have already warned that fingerprinting reduces user choice and may violate privacy laws such as the GDPR and California Privacy Rights Act. As the debate over online privacy intensifies, calls for stricter regulations are likely to increase, putting pressure on Google and other tech companies to provide clear opt-out mechanisms for users to maintain compliance with evolving privacy standards.

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RATING

6.2
Moderately Fair
Read with skepticism

The article provides a timely and relevant exploration of Google's decision to reinstate digital fingerprinting, a topic that raises significant privacy concerns. Its strengths lie in its clear explanation of complex concepts and its focus on a subject of public interest. However, the article would benefit from a more balanced presentation of perspectives and a broader range of sources to enhance credibility. While it effectively highlights the potential impact on user privacy, it could offer more actionable advice and expert insights to drive informed discussions. Overall, the article succeeds in raising awareness of an important issue but could improve in depth and balance to fully engage and inform its audience.

RATING DETAILS

7
Accuracy

The article accurately describes Google's reversal on digital fingerprinting and the privacy concerns associated with it. The claim that Google has allowed advertisers to use fingerprinting to track users is consistent with reports that Google has reintroduced this practice. The explanation of digital fingerprinting, including the collection of device information to uniquely identify users, is correct and aligns with definitions provided by data regulators.

However, the article could improve in precision by providing more specific details about Google's policy changes and their implementation timeline. While it mentions privacy concerns and regulatory challenges, it does not specify the exact legal implications or the outcomes of ongoing lawsuits. The claim that fingerprinting may violate laws like GDPR is plausible but requires more direct evidence or expert opinions to strengthen its veracity.

6
Balance

The article predominantly presents a critical view of Google's decision to reinstate digital fingerprinting, focusing on privacy concerns and regulatory scrutiny. It cites Proton's report extensively, which criticizes Google's actions. However, it does include Google's perspective, noting the company's claim that privacy-enhancing technologies will allow for advertising without compromising user privacy.

The article could benefit from more balanced coverage by including additional viewpoints, such as those from advertisers or industry experts who might support or justify Google's decision. By presenting a wider range of perspectives, the article would offer a more comprehensive view of the issue.

7
Clarity

The article is generally clear in its language and structure, effectively explaining complex concepts like digital fingerprinting in accessible terms. It provides a logical flow of information, starting with Google's warning and subsequent reversal, followed by an explanation of fingerprinting and its implications for privacy.

However, the article could improve clarity by breaking down some of the more technical aspects of fingerprinting and its impact on different devices. Additionally, the inclusion of more subheadings or bullet points could enhance readability and help readers navigate the content more easily.

6
Source quality

The article references Proton's report, a privacy-centric organization, which adds credibility to the claims about privacy concerns. It also mentions regulatory bodies like the UK's ICO, which are authoritative sources on data privacy issues. However, the article lacks direct quotes or responses from Google, which would enhance the reliability of the claims regarding the company's policies.

Additionally, the article does not cite any legal experts or privacy advocates who could provide further insights into the legal implications of digital fingerprinting. Including a broader range of sources would improve the article's credibility and depth.

5
Transparency

The article provides some context for Google's decision to reintroduce digital fingerprinting, mentioning previous criticisms and regulatory concerns. However, it lacks transparency in detailing the methodology of Proton's report or the specific data used to support its claims.

The article does not disclose any potential conflicts of interest that Proton might have, nor does it explain the basis for Google's decision beyond a general statement about privacy-enhancing technologies. Greater transparency in these areas would help readers better understand the motivations and implications of the claims made.

Sources

  1. https://content.techgig.com/technology/google-will-begin-tracking-your-devices-from-february-2025-everything-you-need-to-know/articleshow/116591404.cms
  2. https://www.digitaltrends.com/computing/googles-new-policy-tracks-all-your-devices-with-no-opt-out/
  3. https://brand-activator.eu/blog/googles-new-tracking-policy-raises-major-privacy-concerns
  4. https://thetechpencil.com/how-googles-2025-tracking-policy-impacts-iphones-and-apple-s-ecosystem-38c168a1b5d7
  5. https://gvwire.com/2025/01/09/google-to-track-every-device-starting-february-16/