Chrome’s incognito mode will finally be right

In the field of web browsing, “incognito mode” or “private browsing” evokes a sense of anonymity. Users activate this mode with the expectation that it shrouds their activities in secrecy, leaving no digital footprints behind. However, a recent court case has challenged this very notion, and the result has significant implications for the privacy of Google Chrome users.

Incognito myth busted: Google settles privacy lawsuit and revamps Incognito mode

The lawsuit, filed in 2020, claims that Google Chrome’s incognito mode is misleading. While users believed that their browsing history, cookies and other data would not be collected, the evidence suggests otherwise. Google servers continued to track and record user activity, even in incognito mode. This discrepancy between consumer perception and reality forms the crux of the case.

The case highlights a critical aspect of consumer trust. When browser offers a “private browsing” feature, users have a legitimate expectation of privacy. However, Google’s incognito mode practices did not live up to this expectation. This lack of transparency ultimately led to the lawsuit and subsequent settlement agreement.

The agreement, announced in April 2024, marks a turning point for user privacy in Chrome’s incognito mode. Here’s a breakdown of the main changes:

• Improved transparency: Google will provide clearer and more comprehensive information about which data is collected and which is not in incognito mode. This improved notification will be readily available in current versions of Chrome on both desktop and mobile platforms.
• Default blocking of third-party cookies: Incognito mode will now automatically block third-party cookies by default. Previously, users had to manually enable this setting. This change significantly limits the ability of third-party trackers to monitor user activity across websites.
• Disable user tracking: An important aspect of the agreement includes Google’s commitment to stop tracking users in incognito mode. Prior to the lawsuit, evidence suggested that Google was still able to identify users browsing privately. This practice will no longer be enforced, ensuring a truer private browsing experience.
• Delete data in incognito mode: Perhaps the most significant result of the settlement is Google’s agreement to delete the vast amount of data collected during past incognito sessions. This applies to all private browsing data recorded since the lawsuit was filed in 2020.

Privacy: Google settles lawsuit and upgrades incognito mode.

While some of these changes, notably the push notification and cookie blocking, are already implemented in current versions of Chrome, Google’s deletion of past data and its commitment to stop tracking users is a significant step forward. These measures aim to bridge the gap between user expectations and the reality of incognito mode.

However, Google claims that the data collected during incognito browsing was always anonymous and was never used for personalization. The Google executive said: “We never associate data with users when they use incognito mode… We are happy to remove old technical data that has never been associated with an individual.”

The settlement marks a victory for consumer privacy advocates and underscores the importance of transparency and consumer trust in the digital age. While incognito mode won’t guarantee complete anonymity, it will now offer a more private browsing experience that’s closer to what users expect. Google must continually improve its privacy practices and ensure that it does not undermine user trust. As technology advances, so must safeguards for user privacy. This lawsuit serves as a reminder of the need for constant vigilance and robust privacy protections in the online world.