United Kingdom: Announced ICO investigation into Google's use of fingerprinting in advertising compliance with data protection regulations

On 19 December 2024, the Information Commissioner’s Office (ICO) announced its intention to challenge Google's proposed policy change, which will allow organisations using its advertising technology to employ fingerprinting techniques from 16 February 2025. Fingerprinting involves collecting information about a device’s software or hardware to uniquely identify users and devices. The ICO highlighted that such tracking must comply with data protection laws, including transparency and user consent requirements, as mandated under the Privacy and Electronic Communications Regulations (PECR). The ICO stated it would engage with Google regarding the implications of this policy change, given its potential impact on user privacy and control over personal data.