Stephen Almond is the ICO's executive director of regulatory risk. Yesterday, Google announced to organisations that use its advertising products, that from 16 February 2025, it will no longer prohibit them from employing fingerprinting techniques. Our response is clear: businesses do not have free rein to use fingerprinting as they please. Like all advertising technology, it must be lawfully and transparently deployed – and if it is not, the ICO will act. Fingerprinting involves the collection ...