India is fighting for the Personal Data Protection [PDP] bill to be passed for data protection and privacy. The bill calls for data sovereignty from tech giants like Facebook and Google, who allegedly misused personal data of the users. Google is amidst various allegations regarding data protection violations. To add to its worries an Ethereum based browser, Brave has appealed against the internet giant for violating Europe’s General Data Protection Regulation [GDPR] rules.
Crossing the Line
Brave, the privacy focused web browser company, has filed a petition against Google and other ad tech companies accusing them of user privacy protection violations in the broader online ad industry. Dr. Johnny Ryan of Brave along with two others condemned the ‘behavioral ads’ on the website. They called the advertising industry “behavioral advertising” industry hurling allegations at Google for its breaches of the ‘data protection regime’. “The purpose of the submission is to […….] protect individuals from wide-scale and systemic breaches of the data protection regime by Google and others in the industry,” read the complaint filed by the plaintiffs.
The complaint goes on to blame tech and ad giants for “real-time bidding” of data. The tech company gathers the data, “provides that information to a host of third parties for a range of uses that go well beyond the purposes which a data subject can understand, or consent or object to,” read the Brave blog post. This implies that tech giants illegally sell the user data to the ad companies.
“We build privacy and security into all our products from the very earliest stages and are committed to complying with the EU General Data Protection Regulation. We provide users with meaningful data transparency and controls across all the services that we provide in the EU, including for personalized advertising,” said Google defending itself.
Google’s murky data dealings are being exposed one after the other. A new age browser challenging the traditional browser giant for its data privacy can be disreputable. Brave is known for building an ethereum-based blockchain browser that boasts about blocking random ads and website trackers. Google being sued by a newbie in the market over privacy allegations is quite shocking. Google stands to lose billions if found guilty for data violations apart from the lose a large user base that it has successfully built over generations.
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