Austrian advocacy group NOYB accused Google on Thursday of tracking Chrome users in a complaint that it filed.
Austrian advocacy organization NOYB filed a complaint against Google on Thursday, alleging that the company tracks Chrome users. EU antitrust officials are already aware of this problem. In an effort to preserve user privacy, the American internet behemoth is gradually eliminating the use of third-party cookies, which are used by advertisers to track users. In order to prevent covert monitoring and restrict data exchange with outside parties, it has launched a suite of tools known as the Privacy Sandbox. This allows publishers and developers to assess advertisements without having to follow specific users.
In order to avoid tracking, Chrome users are prompted to enable the ad privacy function. According to NOYB (none of your business), Google should first obtain users’ agreement as required by EU privacy regulations before implementing the functionality, which enables the corporation to follow users within the browser. “People were duped into adopting Google’s first-party ad tracking when they believed they were consenting to a privacy feature. For consent to be enforceable, it must be reasonable, clear, and informed. According to Max Schrems, the inventor of NOYB, Google has taken the exact opposite action.
The organization complained to the Austrian data protection authorities on Thursday. Numerous complaints on alleged privacy violations by large digital companies have been submitted by NOYB to national and EU privacy watchdogs.
Also read: Unveiling the Ethical Imperatives: Navigating the Intersection of AI and Cybersecurity
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