However, according to noyb, the problem is that although Privacy Sandbox is advertised as an improvement over third-party tracking, that tracking doesn't go away. Instead, it is done within the browser by Google itself. To comply with the rules, Google needs informed consent from users, which is where issues start. Noyb wrote today: "Google's internal browser tracking was introduced to users via a pop-up that said 'turn on ad privacy feature' after opening the Chrome browser. In the European Union, users are given the choice to either 'Turn it on' or to say 'No thanks,' so to refuse consent." Users would be forgiven for thinking that 'turn on ad privacy feature' would protect them from tracking. However, what it actually does is turn on first-party tracking.
Max Schrems, honorary chairman of noyb, claimed: "Google has simply lied to its users. People thought they were agreeing to a privacy feature, but were tricked into accepting Google's first-party ad tracking. "Consent has to be informed, transparent, and fair to be legal. Google has done the exact opposite." Noyb noted that Google had argued "choosing to click on 'Turn it on' would indeed be considered consent to tracking under Article 6(1)(a) of the GDPR."
Read more of this story at Slashdot.