Google receives privacy complaint from Austrian advocacy group

Alphabet Inc.'s Google is facing a new privacy complaint from Austrian advocacy group NOYB. The complaint, filed Thursday, alleges that Google tracks users of its Chrome web browser without proper consent, an issue that has already attracted the attention of EU antitrust regulators.

In an effort to improve user privacy, Google is currently in the process of phasing out third-party cookies used by advertisers to track consumer behavior. As part of this transition, Google has introduced Privacy Sandbox, a suite of tools designed to prevent covert tracking techniques and limit data sharing with third parties. These tools are intended to help developers and publishers measure the performance of their ads without tracking individual users. Chrome users are given the option to enable the Ad Privacy feature to avoid tracking.

But NOYB, which stands for “None of Your Business,” argues that the feature effectively allows Google to continue tracking users within the browser. The advocacy group argues that under European Union privacy rules, Google should first get users' explicit consent for such tracking.

Related: Turkish competition authority fines Google $14.85 million over hotel search practices

“People thought they were consenting to privacy features but were tricked into accepting Google's first-party ad tracking. To be lawful, consent must be informed, transparent and fair. Google has done exactly the opposite,” NOYB founder Max Schrems said in a statement to Reuters. NOYB filed a complaint with the Austrian data protection authority on Thursday.

NOYB has a history of filing complaints against major tech companies for alleged privacy violations, targeting both EU and national privacy watchdogs.

In response, a Google spokesperson defended the company's practices, highlighting the enhanced privacy protections built into the Privacy Sandbox APIs: “The complaint fails to acknowledge and take into account the important privacy protections built into the Privacy Sandbox APIs, including the Topics API, and the significant improvements in privacy over today's technologies, including third-party cookies,” the spokesperson said.

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