- Google has reversed its policy on “ digital imprints ”
- “ Digital imprint ” is a technique used to collect data from personal users
- Users have very little word to say about the information given to advertisers
Sometimes you want online advertisers to have access to more of your private information without your consent or your knowledge? Well, you might be lucky.
As of February 16, 2025, Google authorized the “ digital imprints ”, which is a stealth technique that follows things like your IP addresses, screen resolution, operating systems and even the percentage of battery – up to What he has a precise scary profile of you.
This practice will be particularly disruptive for confidentiality among us, because it is practically impossible for users to control the information collected and when. You can deactivate all cookies, use all private browsers and use the best VPN money can buy, but you can always be followed with this technique.
Why change of heart?
In his answer, the office of the information commissioner of the United Kingdom said that he considered fingerprints as “not a fair way to follow users online, as it is likely to reduce the choice of people and Control how their information is collected ”.
This decision is a fairly brutal turn to 180 degrees in terms of policy, given that in 2019, Google condemned the practice of the fingerprint, saying;
“Unlike cookies, users cannot erase their fingerprints and therefore cannot control how their information is collected. We believe that this subverts the choice of users and is false. »»
But the practice will be “helping companies, large and small, to respond to the opportunities of the evolving digital landscape”, says the last declaration of Google, and this claims to be “ respond to user expectations for confidentiality ” – but you can decide for yourself if your expectations are satisfied with this policy.
So what can you do about it? Unfortunately, not much. ICO admits: “Even users concerned for confidentiality will find it difficult to stop” because practice is more difficult to block for browsers, and it is based on signals that you cannot easily erase – so by pressing On “erase all the site data” will not be preventing the advertiser from using the same fingerprint techniques to identify you again.
That said, some browsers, such as Firefox and the courageous browser, have fingerprint protection features that can blur things like time zone, language, fonts and language in websites. There are also Google Chrome extensions such as the canvas blocker that can work similarly.
If you want more information, we have written a complete guide on what the fingerprint is and how to protect you.
