Tech giant Google has reached a groundbreaking settlement in a class-action lawsuit concerning its handling of user data in the widely-used Incognito mode of its Chrome browser.
The settlement, filed in federal court, marks a pivotal moment in the ongoing discourse surrounding online privacy rights and the responsibilities of tech companies in safeguarding user data.
Under the terms of the proposed settlement, Google has agreed to implement sweeping changes to its data collection practices in Incognito mode. One of the most notable provisions mandates the destruction or de-identification of billions of records of web browsing data collected from users who utilized Incognito mode.
This move is aimed at addressing longstanding concerns raised by plaintiffs regarding Google’s covert tracking of user behavior, even in purportedly private browsing sessions.
Additionally, the settlement requires Google to enhance its disclosures to users regarding the extent of data collection during Incognito mode browsing sessions.
This includes explicit acknowledgment on the Incognito mode splash screen that Google itself may track user activity, alongside other entities such as websites, employers, schools, and internet service providers.
Furthermore, Google has committed to defaulting to blocking third-party companies from tracking users’ cookies while they are in Incognito mode. This measure is intended to bolster user privacy by restricting advertisers’ access to individuals’ browsing histories for targeted advertising purposes.
The proposed settlement has elicited mixed reactions from various stakeholders. While some view it as a significant step towards holding tech companies accountable for their data practices, others have raised concerns about the absence of monetary damages for class members.
Despite the lack of financial compensation, individual users retain the option to pursue legal recourse against Google in California state court to seek restitution for alleged data tracking violations.
Google’s response to the settlement underscores its commitment to addressing privacy concerns and maintaining transparency in its operations.
The company has emphasized its willingness to delete obsolete technical data and has defended its actions as aimed at improving user experience rather than infringing upon privacy rights.
The origins of the lawsuit trace back to a 2020 class-action filing, wherein Google account holders accused the company of illegally tracking their browsing activity through Incognito mode.
The lawsuit shed light on Google’s practice of saving both standard and Incognito mode browsing history in the same profile, subsequently using this data to inform personalized advertisements.
Internal communications within Google revealed employees’ concerns about the misleading nature of Incognito mode’s marketing and its failure to provide true privacy to users.
Despite these revelations, Google has maintained its stance that Incognito mode is designed to offer users enhanced privacy options, albeit with certain limitations.