In a landmark turn of events, Google has agreed to remove a massive amount of user search data collected through Chrome’s incognito mode in a settlement to resolve a class-action lawsuit. The lawsuit was filed in June 2020, alleging that Google misled users into believing that their internet activity would be held private when they used Incognito Mode, while in reality, the tech giant was still tracking and collecting their data. If approved the settlement will require Google to delete and remedy billions of data records associated with users who utilised Incognito Mode.
The proposed settlement was filed in a San Francisco federal court and demanded Google to “Delete and/or remediate billions of data records” linked to incognito mode users. Though the settlement does not entail any cash damages to be paid by the tech giant, however, it allows Chromes users who feel wronged to pursue separate legal action to seek compensation. The original lawsuit sought at least $5 billion in damages, reflecting the seriousness of the allegation against Google’s privacy practices.
The lawsuit centred on Google’s “Incognito Mode,” a feature within the Chrome web browser that users typically choose when they want to browse the internet privately. Plaintiffs argue that Google misled users into believing their online activity in incognito mode wouldn’t be tracked. However, Internal Google emails presented during the lawsuit revealed that the company was still collecting data from users in incognito mode, using it for purposes like measuring web traffic and ad targeting.
The California lawsuit claimed that Google’s practices violated user privacy by deliberately deceiving them about the capabilities of incognito mode. The original complaint alleged google gained the “power to learn intimate details about individual’s lives, interests, and internet usage” essentially building a vast and detailed user data profile.
As a part of the settlement, Google is required to block third-party tracking cooking by default within incognito mode for the next five years. These cookies, small data files placed on user devices by websites, track web browsing activity to deliver targeted advertising. While Google itself doesn’t place these cookies, the settlement addresses consent that incognito mode wasn’t truly preventing this type of user tracker tracking.
This agreement comes amidst a broader shift away from third-party cooking in the online advertising industry. Google announced plans in 2020 to phase out third-party cooking within Chrome entirely, though the timeline has been delayed due to resistance from some web publishers who rely on them for ad revenue. Increased privacy regulations, such as the European Union’s General Data Protection Regulation (GDPR) and California’s privacy laws, have also contributed to the decline of third-party cookies.
Additionally, the deletion of collection user data and blocking of third-party tracking cookies in incognito mode are positive steps towards enhancing user privacy but it is important to remember that incognito mode is not a foolproof way to browse anonymously. This settlement highlights the ongoing tension between user privacy and the online advertising industry’s reliance on data collection. By addressing these concerns raised in the lawsuit, Google aims to uphold its commitment to protecting user privacy while working towards providing innovative and valuable service to users worldwide
The issue of online privacy has gained increasing attention in recent years, with regulations such as the European Union’s General Data Protections Regulations (GDPR) and California’s privacy laws aiming to protect user’s personal information. This settlement is a clear statement of the growing importance of holding technology companies accountable for safeguarding user privacy and being transparent about their data practices. It also offers some vindication for users who felt misled by Google’s incognito mode.
