Google was held liable and accepted that they were tracking people in “incognito mode” without their knowledge. As a part of the settlement, Google has agreed to delete the “billions” of data which the firm stores and uses for its benefit. While the users had the choice to turn off the data, Google tools used by websites like advertising tools scoop up their data without their permission.
This case was filed in 2020, alleging that Alphabet Inc. was without permission collecting the data using the chrome in a private “incognito” browsing mode. This case was settled later in December and the revelation was made by Google in a filing at the San Francisco federal court. The company also agreed to allow its users to block third-party cookies in incognito mode for the next five years.
The spokesperson also mentioned later that Google collected the data but never associated the data with its users.
“We never associate data with users when they use incognito mode. We are happy to delete old technical data that was never associated with an individual and was never used for any form of personalization.”
This settlement does not include any kind of monetary settlement from the firm’s side. The plaintiffs did ask for $5 billion in damages, but this isn’t included in the settlement. If the individuals want, they can file their own suit against the firm, according to court papers. Around 50 people have already filed individual suits against the firm, said the plaintiffs.
Attorney David Boies called the settlement “groundbreaking” and a “historic step”.
This decision will help in making the firms more transparent in data collection. This step is a strong and significant step which can change the ecosystem altogether.
“There has been a steady drumbeat of complaints, lawsuits, and regulatory action centred on companies collecting or sharing customer data in unexpected ways,” said Stephanie Liu, a senior analyst at Forrester. “The rise of privacy-oriented class action lawsuits and complaints shows consumers are increasingly privacy savvy and taking action.”
The representatives of the consumers in court mentioned that this would provide relief to the consumers. There are many such cases against Google in the court right now. Looking at this the future looks like more surveillance is coming Google’s way.
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