Alphabet Inc., the parent company of Google, has been targeted by privacy advocacy group, NOYB, over allegations of unauthorised user tracking in the Google Chrome web browser.

The complaint, filed this week, is being examined by EU antitrust regulators who are already scrutinising Google’s privacy practices.

Google is in the process of ditching third-party cookies, which marketers employ to follow consumers, as part of its efforts to respect and enhance users’ privacy rights. To facilitate this transition, Google has introduced the Privacy Sandbox – a suite of tools designed to block covert tracking techniques and limit data sharing with third parties. The softwares also allow developers and publishers to measure ad performance in a way that will not snoop on individual users’ online journeys.

When operating through Chrome, a user is able to decide whether or not to activate the ad privacy feature and avoid being tracked. However, NOYB claims that this feature still enables Google to track users within the web browser itself. Led by Austrian lawyer, Max Schrems, the advocacy NGO argues that Google should obtain explicit user consent in accordance with European Union privacy regulations.

Know the risks

The fresh NYOB complaint underscores the ongoing tension between tech giants and privacy advocates as the digital advertising landscape evolves in response to stricter privacy laws.

The issues are examined in depth this October at #RISK London, where industry leaders explore the importance of regulatory compliance, ethical responsibility, and user-centric practices in data processing standards in the AI era.

#RISK London 2024

We’re excited to share that #RISK is back in London for its third consecutive year, ready to equip attendees like you with the knowledge, insights, and connections crucial for navigating today’s dynamic risk landscape.

#RISK London 2024, ExCel

#RISK London 2024, 9-10 October, ExCel - GRC. AI. Privacy. Security. RegTech

Discover more at #RISK London

Taking place October 9 and 10 at London’s ExCel, #RISK London brings high-profile subject-matter experts together for a series of keynotes, engaging panel debates and presentations across four separate theatres:

• GRC Theatre

• RegTech Theatre

• PrivSec Theatre

• Risk Theatre 

Each theatre is dedicated to examining the challenges and opportunities that businesses face in times of unprecedented change.

By breaking down silos and aligning systems and workflows, organisations can streamline decision-making, improve efficiencies, and enhance the customer experience.

Attendees will be able to learn how to mitigate risks, reduce compliance breaches, and drive performance.

“#RISK is such an important event as it looks at the broad perspective. Risks are now more interconnected and the risk environment is bigger than ever before.”Michael Rasmussen, GRC Analyst & Pundit, GRC 20/20 Research

Click here to register for #RISK London today!

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