Unrecognizable– it’s an evocative word, right? It conjures up images of disguises, trench coats and undercover adventures, with Google’s incognito icon ‘Spy Guy’ doubling down on the images. Unfortunately, the reality of Google’s Incognito Mode doesn’t really leave the choice of name.
News broke earlier this week that Google deletes data records from incognito mode sessions as part of a lawsuit. The lawsuit points the finger at the Big Tech giant, claiming that this data has likely been collected and stored since incognito mode was first launched.
That’s a huge amount of stolen information, ironically collected when users wanted to keep their browsing data private. Worse yet, this may be just the latest in a long line of privacy failures involving the Big Tech giant. So, is something wrong? We can do to ensure that the harvest ends there?
OLD INTRO
Unrecognizable– it’s an evocative word, right? It conjures up images of disguises, trench coats and undercover adventures, and Google’s incognito “Spy Guy” icon doubles down on the images.
Unfortunately, the reality is that when it comes to incognito mode, it is just a veneer: a fantasy that uses semantics of choices and composite images to trick us into assuming the best. That incognito mode keeps us (and our browser sessions). unrecognizable.
Earlier this week, news broke that Google will delete data records from Incognito Mode sessions as part of a lawsuit. The lawsuit points the finger at the Big Tech giant, claiming that this data has likely been collected and stored since incognito mode was first launched.
That’s one enormous amount of stolen information. It is described as an Orwellian dream and in 2018 a Google engineer is even said to have said this:
“We need to stop calling it incognito and stop using a Spy Guy icon.”
Google Incognito Mode: What’s Changing
Contrary to what the name suggests, Google Incognito Mode won’t keep your browsing completely private, but rather should limit the data your browser collects about you. Yet it is often described more as an Orwellian dream – with the most recent court case being the best example of this. Back in 2018, a Google engineer is even said to have said this: “We need to stop calling it incognito and stop using a Spy Guy icon.”
The Incognito Mode class action lawsuit was initially filed in 2020. To settle the case, Google agreed to erase its collection of stored data containing details of personal browsing sessions. Google has also agreed to better disclose what data is collected when someone opens a tab in incognito mode.
Another change to Incognito mode will also have to be enforced, where users will have the option to block third-party cookies. This is an additional privacy-enhancing measure that should, in theory, help us all regain a fraction of our digital privacy – and reduce the amount of data Google gobbles up.
New privacy horizons?
The settlement puts an end to this latest round of Google privacy blunders, but will Google stop collecting session data in incognito mode? The grim truth, unfortunately, is that the company could continue to monitor the habits and activities of people who rely on Incognito Mode for its apparent privacy and justification. don’t tell us.
The case’s plaintiffs have a more hopeful outlook, arguing that the settlement will push Google to act more transparently when it comes to data collection.
I’m a cynic by nature, but Google has has already committed to rolling out third-party cookie-blocking measures, which is a cautious first step in the right direction – and at the very least gives users more control over how their data is used. Under the settlement, these measures will remain in effect for at least five years.
However, telling the truth about its approach to data collection is not really in Google’s interest.
Google has agreed to reinstate its data collection disclosures and limit the scope of some of its collections. You can now open a new Incognito Mode tab to see the changes. Google explains that while anyone using the device won’t see your browsing history, the company itself can still collect that data.
These updates are good news for us privacy-minded folks, but the Google machine thrives on data and requires a near-constant supply of information to deliver to its advertising enterprise. Less data means less profit, so why would a multi-billion dollar company like Google willingly carry the torch to one of its most important revenue channels?
How can we keep our browsing data truly private?
Well, the threat of expensive lawsuits seems to provide the solution, although it is troubling to realize that a lengthy lawsuit is needed to get Google to improve and update its commitment to user privacy.
How does Google get away with these incidents time and time again? I’m sure this has to do with the overwhelming ubiquity of the company and its online products. Put it this way, Google claims an 82% share of the search engine market on desktop and 95% on mobile.
It can be difficult to get away from Google. It can make us wonder: what can you do except continue using the search engine, word processor, spreadsheets, etc. However, I don’t believe in letting doom and gloom get in the way of digital privacy, and highly recommend it get your hands on one of the best VPNs.
VPN encryption prevents third-party snoopers from accessing your data, even if they happen to intercept it. Additionally, a VPN’s IP spoofing capabilities allow you to continue your daily activities without worrying about leaving a recognizable trace on the Internet.
If you’re more concerned about personal data that’s already out there, you might want to check out the Incognit service, which scours the Internet and data brokers’ databases for traces of your information. When it finds your data, it cleans and deletes it, putting an end to profiteering, reducing the amount of spam you receive and helping you regain your privacy.
You can get the best of both worlds by subscribing to NordVPN or Surfshark, two great VPN services that include Incognit as part of their premium plans.