Why Google’s New ‘Fingerprint’ Policy Matters

In this Tech Insight, we look at Google’s controversial decision to allow advertisers to use device fingerprinting, exploring what the technology involves, why it has sparked concern, and what it means for users, businesses, and regulators.

A Policy Reversal

In February 2025, Google quietly updated its advertising platform rules, allowing companies that use its services to deploy a tracking method known as ‘device fingerprinting’. The change came with little fanfare but has quickly become one of the most debated privacy developments of the year.