Google Agrees to Major Changes in Incognito Mode After Class Action Settlement

Google has reached a pivotal settlement in a class action lawsuit that challenges the privacy expectations of users in Incognito mode. Filed in June 2020, the lawsuit accused Google of breaching California privacy laws by amassing data from Incognito sessions. As part of the proposed resolution in Brown v. Google, the tech behemoth is tasked with revising its user disclosures to clearly indicate that data from private browsing sessions is gathered.

The settlement, which awaits judicial approval, mandates Google to either delete or remediate the extensive data collected under this mode. This action represents a substantial commitment from Google to address past privacy oversights and enhance future user data protection. Additionally, Google will implement a modification in Incognito mode that, by default, enables users to block third-party cookies for the next five years. These cookies are instrumental in tracking user activity across various websites, facilitating targeted advertising by compiling browsing behaviors.

The agreement’s approval will herald significant changes in how Google manages data privacy, marking a critical step toward holding dominant tech companies accountable for their data collection practices. Google’s spokesperson, José Castañeda, expressed satisfaction over the settlement, emphasizing the company’s stance on the lawsuit’s lack of merit and their continuous efforts to not associate Incognito mode data with users. The statement highlighted Google’s readiness to purge outdated technical data that was never tied to individuals or used for personalizing experiences.

This development is part of a broader narrative concerning Big Tech’s handling of data, with industry giants like Meta, Apple, Microsoft, and Amazon also facing legal scrutiny over data management practices. The spotlight on TikTok’s data handling underscores the escalating concerns around user data privacy across the tech landscape.