An illuminated Google logo is seen inside an office building in Zurich, Switzerland December 5, 2018.
According to Reuters, a number of submissions, including from privacy-focsued web browser Brave claim that when a person visits a website, personal data is broadcasted directly to tens or hundreds of companies without the consent of the user in order to auction and place targeted adverts.
As we approach the one year anniversary of the European Union's General Data Protection Regulation (GDPR), Microsoft has outlined its vision for a U.S. version of the regulation that would make it easier for consumers to protect their data.
The investigation, announced as the European Union privacy legislation nears its first birthday, comes courtesy of the Irish Data Protection Commissioner (DPC) which will examine how Google treats personal data at each stage of its ad-tracking system.
"As I saw first-hand when I served on the Federal Trade Commission, laws now on the books are simply not strong enough to enable the FTC to protect privacy effectively in today's complex digital economy", Brill said. Like GDPR, this framework should uphold the fundamental right to privacy through rules that give people control over their data and require greater accountability and transparency in how companies use the personal information they collect. They include probes into Apple, Twitter, eight probes into Facebook, plus one into Instagram and two into WhatsApp.
The EU's so-called GDPR took effect a year ago, empowering the bloc's previously toothless privacy authorities to levy fines of as much as 4 per cent of a company's annual sales for the most serious violations.
Dr Ryan submitted a formal GDPR complaint to the Irish DPC in September of previous year.
Google said at the time that it had already implemented strong privacy protections in consultation with European regulators and is committed to complying with the GDPR.
In a statement given to the INQUIRER, a Google spokesperson said the firm will "engage fully" with the DPC's investigation and "welcomes the opportunity for further clarification of Europe's data protection rules for real-time bidding". "Authorised buyers using our systems are subject to stringent policies and standards". This is something of a test case, too.