The Forbes article reveals that starting February 16, 2025, Google will implement a comprehensive tracking system that utilizes digital fingerprinting to monitor users across all their devices, including smart TVs and gaming consoles. This shift marks a significant expansion from traditional web tracking in Chrome, raising serious privacy concerns as fingerprinting is more difficult to manage than cookies, allowing for persistent user identification even after data is cleared. Critics, including the UK’s Information Commissioner’s Office, argue that this move undermines user control and choice over personal data, as it enables advertisers to track individuals without transparent consent. While Google claims that this approach balances user privacy with advertising needs, many see it as a regression in privacy standards amidst growing scrutiny of tech companies’ data practices.

Editor’s Note: For those unfamiliar with digital fingerprinting, we encourage you to read this article. Fingerprinting puts the responsibility of data protection on the shoulders of users, allowing companies like Google to exploit the data of those who are clueless about the importance of privacy. It is worse than tracking cookies, because once your device is identified, it is close to impossible to put up any privacy protection.

Please read the following articles to understand the implications of this article: AI is being weaponized, and yes, it is a cause for alarm, Tim Cook: “Our information is being weaponized against us”, The Urgent Need for Data Protection in the Age of AI, Your Smart Devices Are Spying On You. Here’s How You Can Protect Your Privacy, The world needs a Bill of Data Rights, Decentralization Urgent: Big Tech is condemning free speech.

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