Google backs less prescriptive advertising rules
Google LLCAdvertising-platform provider
Google justified more flexible advertising rules by citing privacy technologies and additional devices.
“while being less prescriptive with partners in how they target and measure ads.”
Official statement
Where this statement fits
Was Google right to stop prohibiting digital fingerprinting in its ad-platform rules?
Google announced advertising-platform policy changes on December 18, 2024, effective February 16, 2025, that removed its prohibition on device fingerprinting. Google cited privacy technologies and advertising across more devices. The UK Information Commissioner's Office called the change irresponsible, arguing that fingerprinting weakens users' control over tracking. The dispute concerns Google's platform permission and its privacy consequences. The revised policy still imposes disclosure and consent requirements, and it does not override privacy law.
Source and context
Official statement
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.
Before the quotation
The announcement sets February 16, 2025 as the effective date and cites privacy technologies.
After the quotation
It retains transparency obligations. The revised and current policies also contain consent and targeting restrictions.
How this statement is classified
The label describes this statement's response within the context above.
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.
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More from this case
Read the full caseICO calls the fingerprinting policy change irresponsible
Information Commission's Office
“We think this change is irresponsible.”Read statement
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- Google backs less prescriptive advertising rules
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- https://disputeindex.com/events/5606-google-justified-more-flexible-advertising-rules-by-citing
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The Dispute Index. "Google backs less prescriptive advertising rules". First published: 2026-10-12. Last updated: 2026-10-12. https://disputeindex.com/events/5606-google-justified-more-flexible-advertising-rules-by-citing