Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?
Google relaxed its advertising-platform rules in 2025, ending a prohibition on device fingerprinting. The UK regulator objects that this form of tracking is harder for users to control, despite retained policy conditions.
Claim in dispute
Changes in privacy technology and advertising devices justify less prescriptive targeting and measurement rules.
Case period:
Published by The Dispute Index editorial teamPublished Updated
Overview
Google's December 18, 2024 announcement (opens in a new tab) says advertising-platform changes would take effect on February 16, 2025. It cites privacy technologies, connected televisions and gaming consoles as reasons to be less prescriptive about targeting and measurement.
Fingerprinting combines information about a device's software or hardware to recognize a device or user.
The policy preview (opens in a new tab) removes the former blanket device-fingerprinting prohibition. The current policy (opens in a new tab), checked on October 12, 2026, still requires disclosure of collection and sharing. It restricts sensitive targeting and requires consent for specified identification, data-merging and precise-location uses. This case does not establish that every Google user is fingerprinted.
The ICO's December 19 response (opens in a new tab) objects that users cannot readily erase the device signals used to identify them. It says Google's permission does not remove businesses' duties under data-protection law. The regulator was then called the Information Commissioner's Office.
Privacy researcher Lukasz Olejnik (opens in a new tab) questions whether unspecified privacy technologies justify removing a higher platform standard. His analysis distinguishes possible lawful use from a policy he considers harmful to privacy.
This is a historical policy dispute with continuing relevance, not a newly announced October 2026 change. The question is whether Google's retained conditions provide enough protection against tracking that users find harder to control.
Timeline
3 timeline entries on this page. Dates: December 18, 2024 to February 16, 2025
December 2024
2 events
Google announces revised advertising-platform rules
Source release
Google announces changes effective February 16, 2025, citing privacy technologies and additional advertising devices.
[01]Google announces February 2025 advertising-policy changes
Google says the changes reflect privacy technologies and a wider range of advertising devices, while retaining transparency duties. This is a December 2024 announcement, not a new October 2026 policy.
Google announces February 2025 advertising-policy changesComplete announcement, including effective date and stated reasons.[02]Google's February 2025 platform-policy preview
The preview shows the revised advertising-platform conditions and restrictions. Platform permission does not remove applicable privacy-law obligations.
Google's February 2025 platform-policy previewPrivacy disclosures, identifying users, user consent and location data.ICO objects to Google's fingerprinting change
Reaction
The regulator calls the change irresponsible and says users would have less control over tracking. It stresses that privacy law still applies.
[03]ICO response to Google's fingerprinting policy change
The regulator objects to the effect on user control and explains that privacy law still applies. Information Commission's Office, Our response to Google's policy change on fingerprinting, December 19, 2024, licensed under the Open Government Licence v3.0.
ICO response to Google's fingerprinting policy changeComplete response and public explainer.
59 days between recorded events
February 2025
1 event
Google's revised platform rules take effect
The announced effective date arrives. The revised policy removes the former blanket fingerprinting prohibition while retaining disclosure and consent conditions.
[01]Google announces February 2025 advertising-policy changes
Google says the changes reflect privacy technologies and a wider range of advertising devices, while retaining transparency duties. This is a December 2024 announcement, not a new October 2026 policy.
Google announces February 2025 advertising-policy changesComplete announcement, including effective date and stated reasons.[02]Google's February 2025 platform-policy preview
The preview shows the revised advertising-platform conditions and restrictions. Platform permission does not remove applicable privacy-law obligations.
Google's February 2025 platform-policy previewPrivacy disclosures, identifying users, user consent and location data.[04]Google's current Platforms program policies
The page identifies August 5, 2025 as its last update. It retains disclosure, sensitive-targeting and consent requirements and does not contain the former blanket device-fingerprinting prohibition.
Google's current Platforms program policiesComplete policy; privacy, consent and location-data sections.
Claims
Claims separate what was said from what is contested. Follow each source for the original wording and context.
What's disputed
Disputed claim
Changes in privacy technology and advertising devices justify less prescriptive targeting and measurement rules.
Google LLC
Sources (1)
- Google announces February 2025 advertising-policy changesComplete announcement, including effective date and stated reasons.
Disputed claim
Permitting advertiser fingerprinting is likely to reduce people's choice and control over collection of their information.
Information Commission's Office
Sources (1)
- ICO response to Google's fingerprinting policy changeComplete response and public explainer.
Arguments
Documented position
ICO and Lukasz Olejnik
Lawful use is different from a stronger platform standard
The ICO objects to tracking that users cannot readily erase. Olejnik argues that a platform can maintain a higher privacy standard than the law requires and should explain why its protections are sufficient.
Limit of this argument
Both the legal conditions and the implementation matter; platform permission does not establish unlawful tracking in every instance.
Read sources
Sources
- ICO response to Google's fingerprinting policy changeComplete response and public explainer.
- Lukasz Olejnik on Google's fingerprinting policy changeWhat's the Change, Privacy-Preserving Technologies or Handwaving, and Summary.
Documented position
Google's policy announcement
Flexibility across advertising devices
Google cites privacy technologies and a wider range of advertising devices to justify less prescriptive rules. It retains transparency and other conditions.
Limit of this argument
The announcement does not demonstrate that every permitted fingerprinting implementation gives users meaningful control.
Read sources
Sources
- Google announces February 2025 advertising-policy changesComplete announcement, including effective date and stated reasons.
- Google's current Platforms program policiesComplete policy; privacy, consent and location-data sections.
Response record
Responses
Latest recorded positions: 2. Dates: December 18, 2024 to December 19, 2024
Choose one response filter, or select All responses to see the full record.
2 responses on this page
Information Commission's OfficeUnited Kingdom information-rights regulator, then the Information Commissioner's OfficeDirectly involved "We think this change is irresponsible."
CondemnedCase context: Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?
Read more
The ICO called the change irresponsible and argued that fingerprinting weakens user control.
Before the statement
The regulator says fingerprinting can identify devices from combined signals that users cannot readily erase.
After the statement
It stresses that businesses still need lawful, fair and transparent practices, including consent where required.
ICO response to Google's fingerprinting policy changeComplete response and public explainer.Why this label?
The case examines Google's permission for advertiser fingerprinting. The ICO directly criticizes that policy change; it is not defending the policy merely because it supports privacy-law enforcement.
This label describes the statement's response within the context above.
Google LLCAdvertising-platform providerDirectly involved"while being less prescriptive with partners in how they target and measure ads."
Defended or excusedCase context: Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?
Read more
Google justified more flexible advertising rules by citing privacy technologies and additional devices.
Before the statement
The announcement sets February 16, 2025 as the effective date and cites privacy technologies.
After the statement
It retains transparency obligations. The revised and current policies also contain consent and targeting restrictions.
Google announces February 2025 advertising-policy changesComplete announcement, including effective date and stated reasons.Why this label?
The case examines Google's relaxation of advertising rules permitting fingerprinting. Its own announcement presents that flexibility as justified by changes in devices and privacy technology.
This label describes the statement's response within the context above.
Sources
(5)
Official statement
Google announces February 2025 advertising-policy changes
Relevant passage: Complete announcement, including effective date and stated reasons.
About this source
Google says the changes reflect privacy technologies and a wider range of advertising devices, while retaining transparency duties. This is a December 2024 announcement, not a new October 2026 policy.
- Author
- Published
- Accessed
Analysis
Lukasz Olejnik on Google's fingerprinting policy change
Relevant passage: What's the Change, Privacy-Preserving Technologies or Handwaving, and Summary.
About this source
Olejnik questions the privacy assurances and distinguishes compliance with law from a platform's higher voluntary privacy standard.
- Author
- Lukasz Olejnik
- Published
- Accessed
Official statement
ICO response to Google's fingerprinting policy change
Relevant passage: Complete response and public explainer.
About this source
The regulator objects to the effect on user control and explains that privacy law still applies. Information Commission's Office, Our response to Google's policy change on fingerprinting, December 19, 2024, licensed under the Open Government Licence v3.0.
- Author
- Information Commissioner's Office
- Published
- Accessed
Original text
Google's current Platforms program policies
Relevant passage: Complete policy; privacy, consent and location-data sections.
About this source
The page identifies August 5, 2025 as its last update. It retains disclosure, sensitive-targeting and consent requirements and does not contain the former blanket device-fingerprinting prohibition.
- Author
- Published
- Accessed
Original text
Google's February 2025 platform-policy preview
Relevant passage: Privacy disclosures, identifying users, user consent and location data.
About this source
The preview shows the revised advertising-platform conditions and restrictions. Platform permission does not remove applicable privacy-law obligations.
- Author
- Published
- Accessed
Share or embed this case
The embed keeps its attribution link to The Dispute Index. Credit the image to The Dispute Index and link to the case page.
Cite this record
- Publisher
- The Dispute Index
- Title
- Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?
- First published
- Last updated
- Permalink
- https://disputeindex.com/cases/google-advertising-digital-fingerprinting-privacy-policy
The Dispute Index. "Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?". First published: 2026-10-12. Last updated: 2026-10-12. https://disputeindex.com/cases/google-advertising-digital-fingerprinting-privacy-policy