The ACCC had alleged that the notification was misleading because it did not adequately inform consumers about these changes
In June 2016, Google introduced changes which, if a consumer clicked ‘I agree’ in response to the notification, allowed Google to combine personal information in consumers’ Google accounts with information about their activity on non-Google sites that used Google technology (formerly called DoubleClick technology) to display ads.
This meant that internet tracking data that had previously been kept separate from users’ Google accounts and was not linked to an individual user, was now linked to users’ names and other identifying information.
This newly combined information was used to improve Google’s advertising business.
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“Google’s conduct came to our attention as a result of our work on the Digital Platforms Inquiry. We took this case because we were concerned that Google was not adequately providing consumers with clear and transparent information about how it collects and uses consumer data,” ACCC Acting Chair Delia Rickard said.
“We will now carefully consider the judgment.”