Google will also be concerned about the worrying question mark still hanging over the legality of the changes within the European Union.
Google claims that the new policy clarifies its position on privacy and how it collects and uses personal data. According to the company, the new policy does not alter any existing privacy settings or collect any additional data. The company also emphasises that is does not sell user data to third parties. Google insists the change is beneficial for service users and will provide a ‘simpler, more intuitive Google experience.’
However, critics of the change are concerned that Google can now track the data of internet users across the entire web. Privacy campaigners are growing increasingly concerned about the vast amount of personal information Google retains and worried that this will be utilised to force targeted advertising onto people’s computer screens.
The concerns have certainly been noted in Brussels. As a result, the EU has launched an investigation into the legality of the change.
Worries centre on whether the unified policy is compliant with data protection and privacy legislation. The EU Justice Commissioner, Viviane Redding, has already publicly stated that in her opinion the policy violates EU law and lacks transparency.