Google to Delete User Browsing Data Amid "Incognito" Lawsuit Settlement

In a landmark legal settlement, Google has committed to erasing millions of users' web browsing data records. This development emerges from a class-action lawsuit filed in 2020, which accused the tech giant of tracking Chrome users even in "incognito" mode, which purportedly offers privacy by not recording user activity.

The lawsuit highlighted that despite users turning off data collection in "incognito" mode, Google's other tools, notably those used for advertising, continued to harvest data without user consent. While Google has agreed to settle the case as of December, the specifics surfaced in a San Francisco federal court filing this Monday.

As part of the settlement, Google will discard "billions" of data points reflective of people's private browsing habits. Additionally, Google has revised its disclosures to users to better communicate how data is collected in "incognito" mode and what observations are accessible to websites during its usage. Significantly, for the next five years, users will also have the option to block third-party cookies during their "incognito" sessions.

While Google’s spokesperson, Jose Castaneda, maintains that the lawsuit was without merit, he stated the company is satisfied with the settlement. Castaneda assured that data collected in 'incognito' mode was not associated with individual users nor employed for personalization.

Contrary to the initial plaintiff demands of $5 billion in damages, the settlement does not involve any financial compensation from Google. However, individuals seeking damages can now pursue individual complaints against the company in state courts across the U.S. Notably, around 50 such claims have already emerged.

The legal representatives for the plaintiffs have praised the outcome as unprecedented, particularly regarding a large tech firm's commitment to transparency in data usage. This settlement comes at a crucial time, with Google facing numerous regulatory challenges both in the U.S. and globally. The case underscores growing concern over tech giants' handling of user data.

Google's agreement to purge historical user data marks a concession with hefty implications, given its advertising business model heavily relies on user data for targeted advertising. The company is also preparing for a hectic legal year, with several antitrust trials scheduled through 2025.

This lawsuit resolution not only averts an imminent trial but also signals a shift in consumer privacy awareness. According to Stephanie Liu, a senior analyst at Forrester, the increase in privacy-centric legal actions and complaints indicates a more privacy-aware and proactive consumer base.