Google has announced that it will destroy billions of data records to resolve an ongoing lawsuit in which plaintiffs accused the technology company of improperly tracking search activity.
The move follows accusations that Google tracked the search data of users operating in Chrome's private browsing mode, or “incognito,” without clearly indicating it would do so in privacy disclosures.
Google unsuccessfully attempted to have the case dismissed in the summer of 2023 after the lawsuit was filed in 2020, claiming that users were adequately informed about the data collection.
However, in the most recent development of the case, a settlement has been reached that will force Google to delete data and update its privacy policies.
Google will destroy billions of illicitly obtained records while updating disclosures for its private browsing capabilities to clearly describe what data it collects. It will now also give users the option to disable third-party cookies within this feature.
These latest terms holding Google to account, filed in federal court in California, now await approval from US District Judge Yvonne González Rogers.
Google sanctions are part of a broader wake-up call for companies
In this case, Google was found to have been unclear about its access and use of data, leaving it open to a level of legal action that helps set an important precedent for companies.
As consumers become increasingly aware of their privacy rights, companies cannot afford to avoid responsibilities, according to Stephanie Liu, senior analyst at Forrester.
“The rise in class-action lawsuits and privacy-oriented complaints shows that consumers are becoming more privacy-savvy and taking action,” Liu said.
“Transparency is essential: companies have to explain how data is shared and used,” he added.
Going forward, companies will need to ensure they are open and honest about where and how they track data, as breaches like these will leave companies vulnerable to accusations of data misuse, Liu said.
“There has been a steady drumbeat of complaints, lawsuits and regulatory actions focused on companies collecting or sharing customer data in unexpected ways,” he said.
“The settlement with Google Chrome is part of a broader trend of consumers filing complaints about their data being used in ways they don't expect.”
Meta, for example, was caught up in the growing trend of privacy class action cases when it was forced to pay $725 million in 2022. about its handling of user personal information with Cambridge Analytica.
Although Meta did not admit guilt as part of the settlement, this was the largest monetary sum ever paid as part of a privacy lawsuit.
A little further back, Zoom agreed to pay $85 million to resolve privacy claims against you in relation to the exchange of personal user data with other companies such as Google, Facebook and LinkedIn.
This case is not Google's only run-in with privacy regulation in recent timesas the company shelled out a $391.5 million settlement in 2022 following claims it was incorrectly tracking location data.
