Google threatened by ICO over changes to privacy policy

Google: told to clear up confusion over data terms
Google: told to clear up confusion over data terms

Google must change its privacy policy in the UK to make it clearer how consumers' data is used or face fines from the Information Commissioner's Office (ICO).

The tech giant must take action to comply with the UK Data Protection Act by 20 September to avoid "formal enforcement action" after an ICO investigation found its privacy policy raised "serious questions".

An investigation was launched into Google after the company introduced a new privacy policy in March of last year to consolidate more than 60 separate product-related privacy policies.

The policy changes relate to products including Gmail, Google+ and YouTube with Google claiming at the time it adapting the privacy rules to provide a more intuitive experience and more relevant ads.

However, the ICO has hit out at Google as part of its remit to ensure people’s privacy rights are respected.

An ICO spokesperson said: "In particular, we believe that the updated policy does not provide sufficient information to enable UK users of Google’s services to understand how their data will be used across all of the company’s products.

"Google must now amend their privacy policy to make it more informative for individual service users."

The ICO has been working with other members of the Article 29 Working Party, made up of the other 27 data protection authorities across Europe, and has threatened Google with action on privacy following similar announcements in France and Spain

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message