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The EFF isn't thrilled, and here's why...
The Electronic Frontier Foundation (EFF) strongly recommends that users disable several Privacy Sandbox settings in the Google Chrome browser in order to hide their online habits or consider switching to Mozilla Firefox or Apple Safari.
Privacy Sandbox in Chrome is neither a private nor isolated space. This is a set of technologies for advertising, analytics, anti-spam, and tracking. One of the goals is to replace third-party cookies. However, the online advertising industry isn't entirely sure about Google's replacement technology.
Google claims that Privacy Sandbox has five main goals: fighting spam and fraud on the web, serving relevant ads and content, measuring ad performance, enhancing privacy between sites, and limiting hidden tracking. However, the EFF's biggest concern is the Topics proposal, an API for serving ads based on interests derived from the browsing history of Chrome users.
The topics were presented in response to criticism of Google's proposed Federated Learning of Cohorts (FLoC) method. "Topics still track your internet usage for Google behavioral advertising," the EFF said in a statement.
At the moment, "Themes" are available in the Google Chrome browser. Microsoft is considering implementing some Privacy Sandbox technologies in its Edge browser, which uses Chrome's Chromium engine. While Mozilla and Apple rejected "Themes" in Firefox and Safari, respectively, due to privacy concerns.
The EFF argues that Google should not use the term "privacy" at all. "Google calls its technology 'privacy', which is misleading to the user," an EFF spokesperson said. He also explained how users can opt out of "Themes," ad retargeting, and giving advertisers space in your browser for ad performance data.
For those who don't opt out of Chrome, there's a way to opt out of themes, retargeting ads, and giving advertisers a place to store ad performance data in your browser. To do this, use the three-dot Chrome icon to go to the ad privacy settings page:
Or copy this URL
to the address bar and press Enter.
EFF also developed Privacy Badger. Privacy Badger is a browser extension that automatically blocks hidden third-party trackers that collect information about your online activity without your permission. Unlike traditional ad blockers, Privacy Badger does not rely on block lists. Instead, it automatically analyzes the sites you visit to determine if trackers are following you, and blocks them.
Google objects to the EFF's statements, claiming that the fund spreads fear and uncertainty. "We believe that using data securely can improve the user experience," a Google spokesperson said.
The Electronic Frontier Foundation (EFF) strongly recommends that users disable several Privacy Sandbox settings in the Google Chrome browser in order to hide their online habits or consider switching to Mozilla Firefox or Apple Safari.
Privacy Sandbox in Chrome is neither a private nor isolated space. This is a set of technologies for advertising, analytics, anti-spam, and tracking. One of the goals is to replace third-party cookies. However, the online advertising industry isn't entirely sure about Google's replacement technology.
Google claims that Privacy Sandbox has five main goals: fighting spam and fraud on the web, serving relevant ads and content, measuring ad performance, enhancing privacy between sites, and limiting hidden tracking. However, the EFF's biggest concern is the Topics proposal, an API for serving ads based on interests derived from the browsing history of Chrome users.
The topics were presented in response to criticism of Google's proposed Federated Learning of Cohorts (FLoC) method. "Topics still track your internet usage for Google behavioral advertising," the EFF said in a statement.
At the moment, "Themes" are available in the Google Chrome browser. Microsoft is considering implementing some Privacy Sandbox technologies in its Edge browser, which uses Chrome's Chromium engine. While Mozilla and Apple rejected "Themes" in Firefox and Safari, respectively, due to privacy concerns.
The EFF argues that Google should not use the term "privacy" at all. "Google calls its technology 'privacy', which is misleading to the user," an EFF spokesperson said. He also explained how users can opt out of "Themes," ad retargeting, and giving advertisers space in your browser for ad performance data.
For those who don't opt out of Chrome, there's a way to opt out of themes, retargeting ads, and giving advertisers a place to store ad performance data in your browser. To do this, use the three-dot Chrome icon to go to the ad privacy settings page:
Code:
(⋮) >Settings>Privacy and Security>Advertising PrivacyOr copy this URL
Code:
chrome://settings/adPrivacyEFF also developed Privacy Badger. Privacy Badger is a browser extension that automatically blocks hidden third-party trackers that collect information about your online activity without your permission. Unlike traditional ad blockers, Privacy Badger does not rely on block lists. Instead, it automatically analyzes the sites you visit to determine if trackers are following you, and blocks them.
Google objects to the EFF's statements, claiming that the fund spreads fear and uncertainty. "We believe that using data securely can improve the user experience," a Google spokesperson said.
