“The Google Chrome settlement is part of a broader trend of consumers filing complaints about their data being used in ways they don’t expect,” said Stephanie Liu, senior analyst at Forrester. “The heart of this lawsuit was about Incognito Mode’s claim of ‘Now you can browse privately.’ (Google updated the language in response to the lawsuit.) Users argued they weren’t expecting Google to capture volumes of data on these allegedly private browsing sessions.” 

Privacy concerns take centerstage

The concerns regarding online privacy have become increasingly prominent, and the risks are substantial in an era where AI is more integrated into tech platforms.

Experts warn that the data collectors and brokers trading in user information compile exhaustive personal profiles. In the event of a security breach, this sensitive data could be trafficked on the dark web, creating a serious risk of identity theft.

Last year, a report from the US Department of Homeland Security revealed that various US government agencies had engaged in the unauthorized use of smartphone location data, violating privacy standards.

These agencies acquired location data and Advertising Identifiers (AdIDs) through transactions with data brokers who compiled this information across numerous applications.

“Similarly, there has been a steady drumbeat of complaints, lawsuits, and regulatory action centered on companies collecting or sharing customer data in unexpected ways,” Liu said. “The rise of privacy-oriented class action lawsuits and complaints shows consumers are increasingly privacy savvy and taking action.”