ICO says allowing advertisers to track digital ‘fingerprints’ will undermine consumers’ control over information

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Britain’s data protection regulator has labelled Google as “irresponsible” for allowing advertisers to track customers’ digital “fingerprints”, amid fears even privacy-conscious users will find the online monitoring technique difficult to block.

The UK Information Commissioner’s Office (ICO) has warned the practice will undermine consumers’ control and choice over how their data is collected and used, and Google’s plan to allow its deployment departs from its “expectation of a privacy-driven internet”.