Google faces GDPR complaint over ‘deceptive’ location tracking

A group of European consumer watchdogs has filed a privacy complaint against Google — arguing the company uses manipulative tactics in order to keep tracking web users’ locations for ad-targeting purposes.

The consumer organizations are making the complaint under the EU’s new data protection framework, GDPR, which regulators can use to levy major fines for compliance breaches — of up to 4 percent of a company’s global annual turnover.

Under GDPR, a consent-based legal basis for processing personal data (e.g. person’s location) must be specific, informed and freely given.

In their complaint, the groups, which include Norway’s Consumer Council, argue that Google does not have proper legal basis to track users through “Location History” and “Web & App Activity” — settings which are integrated into all Google accounts, and which, for users of Android -based smartphones, they assert are particularly difficult to avoid.

The Google mobile OS remains the dominant smartphone platform globally, as well as across Europe.

“Google is processing incredibly detailed and extensive personal data without proper legal grounds, and the data has been acquired through manipulation techniques,” said Gro Mette Moen,

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