Google's new data rules: Personalisation or privacy peril?
Google presents users with a dilemma: should they agree to the integration of services that allow data exchange between applications such as Google Chrome, YouTube, and Google Maps? Although the decision is voluntary, it's important to understand the benefits and limitations associated with this option.
From March 2024, in line with the implementation of the Digital Markets Act, Google has altered its approach to data transfer between its services. Users can consent to data synchronisation between Google apps, which influences the personalisation of their experience.
Data transfer between Google apps - should you consent?
Google has recently started asking users for consent to integrate its services. This initiative aims to enable better data synchronisation between various Google applications, such as Google Chrome, YouTube, and Google Maps. Users who choose to give their consent may enjoy a cohesive experience with Google applications that are better tailored to their needs and preferences.
Consent to data transfer means that others can use information gathered by one application. For example, if you use Google Chrome, your preferences and browsing history may be utilised by Google Maps or YouTube to provide you with more relevant suggestions and advertisements. Google also allows for more precise preference settings, giving you control over which apps can use your data.
Consent to data transfer between Google services is voluntary. You can choose which applications should work together. If, for instance, you don't want your Google Maps data linked with your YouTube history, you have the option to disable this feature in your Google Account settings. Importantly, you can edit these preferences anytime, giving you full control over what data Google can share between its apps.
There are also independent exceptions
Although Google allows users to manage data transfer between its applications, certain exceptions are independent of our consent. Some operations and features must function integrated, even if the user refuses to consent to merge services.
An example of such an exception is using Google Pay to purchase Google Chrome. In this case, for the payment to be completed, the apps need to exchange data — this process is essential for finalising the transaction. Such operations will not be blocked even if you object to data sharing between Google apps.
Another example concerns personalised ads. Even if you decide not to integrate Google Chrome with YouTube, the ads displayed to you may still be tailored to your interests. This happens because ad personalisation is based on data collected within your Google Account, which is used regardless of your consent to service integration. However, if you decide to disable personalised ads in your account settings, Google will stop considering your data in this regard.
Despite the available options to control preferences, Google still maintains certain data exchange mechanisms that are necessary for the proper functioning of services and payments.
