The UK’s information watchdog has censured Google after the tech giant appeared to U-turn on its stance on fingerprinting.

Fingerprinting involves the collection of pieces of information about a device’s software or hardware, which, when combined, can uniquely identify a particular device and user.

In 2019 Google expressed its opposition to the use of fingerprinting: “We think this subverts user choice and is wrong.”

But the firm now appears to be introducing the technology from next year in a move that could replace the functions of third-party cookies.

Stephen Almond, Executive Director, Regulatory Risk at the Information Commissioner’s Office, said: “The ICO’s view is that fingerprinting is not a fair means of tracking users online because it is likely to reduce people’s choice and control over how their information is collected.

“The change to Google’s policy means that fingerprinting could now replace the functions of third-party cookies. We think this change is irresponsible.

“Our response is clear: businesses do not have free rein to use fingerprinting as they please. Like all advertising technology, it must be lawfully and transparently deployed – and if it is not, the ICO will act.”

The ICO has today publoshed draft guidance on how data protection law applies to storage and access technologies such as fingerprinting. The watchdog said it will be launching a consultation on the guidance on Friday 20 December to give organisations the opportunity to feed back their thoughts.

“Businesses should not consider fingerprinting a simple solution to the loss of third-party cookies and other cross-site tracking signals,” The ICO said.

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