US lawsuit could turn global headache for Google

Share
3 min read
Google announces plans to limit ad tracking on its Android operating system. AFP
Share
  • Google stands accused of misleading people into believing that changing device and account settings protects people’s personal data
  • District of Columbia Attorney-General Karl A Racine said Google has since 2014 ‘systematically surveilled’ users no matter the settings

A lawsuit brought by several US states against Google could turn out to be a global headache for the tech-giant, in that if the allegations turn out to be true, the company could be sued all across the world for misuse of location data of individuals.

What’s more, the lawsuit also alleges that Google misleads users of its products and services into divulging their location data even if they want to hide it.

It also alleges that Google used this data to target location-based ads at its users, which helped it generate significant revenue.

The lawsuit

District of Columbia Attorney-General Karl A Racine said on Twitter on Monday, January 24: “My office is suing Google for deceiving users and invading their privacy.”

He said: “Google claims that changing your device and account settings protects your data.”

Racine went on to explain: “The truth is, since 2014, Google has systematically surveilled users no matter what settings they choose.”

He said his office was “leading a bipartisan group of AGs” from Texas, Indiana, and Washington, each suing in state court “to hold Google accountable.”

Racine added that the states were seeking to stop Google’s “illegal” use of “dark patterns” and “claw back profits made from location data.”

Dark patterns are described as “tricks used in websites and apps that make you do things that you didn’t mean to, like buying or signing up for something,” as described by a website started by the person who coined the term to explain and document the phenomenon.

The global nature of the allegations

According to the complaint that Racine was referring to, the lawsuit would, among other things, look to put a stop to Google’s “deceptive and unfair” practices, and also ensure that consumers are no longer “coerced into trading away their privacy.”

The 43-page complaint, several parts of which are redacted, is also expected to look to force Google to “disgorge all profits and benefits obtained from its unlawful practices,” and to impose civil penalties for Google’s alleged violations of the CPPA: the District of Colombia’s Consumer Protection Procedures Act.

The complaint bluntly alleged that Google’s business model relies on constant surveillance of its users.

Google, said the complaint, is an advertising company, but its business is user data.

Through its many consumer products and services, Google collects and analyzes the personal data of billions of people, it said.

In turn, the company uses this information to build user profiles and provide analytics that support its own digital advertising business.

Google’s advertising products “generated nearly $150 billion in revenue in 2020,” said the complaint. And the lawsuit is, among other things, eyeing a slice of this very pie.

Big tech companies across the world are facing increasing legal scrutiny for their policies. Creative Commons

The global ramifications

Google, along with Facebook, is already mired in one big controversy when it comes to online advertising in the US.

According to those allegations, Google sought to oust competition by manipulating ad auctions — the system that determines which ads appear on web pages based on the anonymized profiles of internet users.

Experts are already saying that Google and Apple are at a “chokepoint” because they are taking regional decisions that are affecting their global reputation.

Now, if Google manages to lose the location-data lawsuit and the US courts determine that it should pay back revenues it earned from advertising based on the aforementioned location data.

SPEEDREAD


Today's Headlines

The most important news stories of the day, curated by Post editors and delivered every morning.

Please enable JavaScript in your browser to complete this form.

By signing up you agree to our Terms of Use and Privacy Policy.

MORE FROM THE POST