Google’s new fingerprinting policy sparks privacy concerns as it tracks all your devices

Google has implemented new tracking policies that affect various connected devices, including smartphones, consoles, and smart TVs. The updated tracking method, known as fingerprinting, collects detailed information about a device's hardware and software to uniquely identify users. Unlike cookies, which users can delete, fingerprinting is nearly impossible to block, even with VPNs or private browsers.

This marks a shift from Google's 2019 stance, when it condemned fingerprint tracking as "wrong." The policy, which took effect on February 16, 2024, does not allow users to opt-out, and critics argue that the policy primarily benefits Google and the advertising industry by enabling tracking that users cannot block, including UK’s Information Commissioner’s Office (ICO), Stephen Almond.

Google defends the policy by citing the widespread use of similar tracking methods by other companies and the ineffectiveness of traditional data collection methods on devices like smart TVs and gaming consoles. Privacy-focused users may find it challenging to prevent fingerprinting, as traditional methods like clearing cookies or using incognito mode are ineffective. In the meantime, browsers like Mozilla Firefox and Brave offer some fingerprinting protection, and Chrome extensions like CanvasBlocker can help obscure tracking signals.