"The UK’s data protection regulator has criticised Google over its decision to allow advertisers to use technology to track users which is harder to control or block.
The Information Commissioner’s Office (ICO) said Google’s decision was “irresponsible” and accused the company of a U-turn, having previously prohibited the use of so-called fingerprinting technology.
Fingerprinting involves collecting pieces of information about a device’s software and hardware which can be combined to uniquely identify a device and its user – and the ICO has warned that this technology is harder to wipe than clearing cookies or site data from a web browser, meaning users could continue to be identified by advertisers."
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