Google efforts to regulate targeted advertising in the United Kingdom have sparked concern:

The UK's data body, the ICO, has chastised Google for modifying its policy to allow "fingerprinting" in order to monitor users for targeted adverts. Compared to cookies, this technique gives users less control over their data. Google has already highlighted the privacy risks of fingerprinting and the difficulties users face in managing their digital fingerprints, which is why the ICO regarded the alteration irresponsible.

Google's "irresponsible" policy change on the tracking and gathering of internet user data for targeted advertising was chastised by the UK's data protection authority on Thursday.
A legislative "U-turn" that would have allowed advertisers to use "fingerprinting" technology—which involves matching device hardware and software data to uniquely
"Fingerprinting is not a fair means of tracking users online because it is likely to reduce people's choice and control over how their information is collected," according to the Information Commissioner's Office (ICO).

Digital fingerprinting is more difficult to regulate because it is based on information from the surfer's software or device, as opposed to "cookies"—data tags that allow firms to track an internet user's web behavior.
According to the data protection watchdog, a digital fingerprint is more difficult to change or delete than cookies, which may be "wiped."
"Businesses do not have free rein to use fingerprinting as they please," the UK's Information Commissioner said, "and we are continuing to engage with Google on this U-turn."
"Like all advertising technology, it must be lawfully and transparently deployed -- and if it is not, the ICO will act."
"Businesses must give users fair choices over whether to be tracked before using fingerprinting technology, including obtaining consent from their users where necessary."
For example, a Google representative told AFP that "IP addresses are already commonly used by others in the industry today."

"The American tech giant will work across the industry to encourage responsible data use," the representative continued, adding that it "continue(s) to give users choice whether to receive personalized ads."

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