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Incognito Mode users — Google tracked your “private” browsing for years.
If you thought Chrome’s Incognito Mode kept your online activity truly private, think again.
As part of a settlement in a class-action lawsuit, Google has agreed to delete billions of data records collected from users browsing in Incognito Mode — data many assumed was never being saved in the first place.
The lawsuit, filed in 2020, accused Google of misleading users about the privacy protections of Incognito Mode. Now, the company must revise its language to clarify that private browsing doesn’t stop data collection by Google or third-party sites, and must make key changes to reduce user re-identification.
The settlement won’t cost Google a cent in damages but does force transparency and reform.
In addition to deleting old data, Google will continue to block third-party cookies, partially redact IP addresses, and remove certain tracking headers for Incognito users.
Critics argue the feature has long created a false sense of security, allowing Google to quietly track users who believed they were off the grid. While Incognito Mode may offer some added privacy, this settlement underscores a crucial truth: true anonymity on the modern internet is much harder to come by than a browser window suggests.
https://www.winston.com/en/blogs-and-podcasts/class-action-insider/google-agrees-to-scrub-users-incognito-browsing-data-but-is-left-with-more-litigation#:~:text=The%20action%E2%80%94filed%20in%202020,using%20Chrome's%20incognito%20browsing%20mode.
Xenarion
Yeah no shit they do. They are pretty transparent about it.
bad1080
"The settlement won’t cost Google a cent in damages"
so they'll surely learn from this and promise to never do it again
B166ERMaximus
Joke's on them, I only used it for Pornhub.
AyatollahBahloni
Well, what a fucking surprise.
whoatherebigfella
Insert gif of older woman singing “surprise surprise, Surprise, SURPRISE! https://media2.giphy.com/media/v1.Y2lkPTY1YjkxZmJlcHV4dnc1NmV2cG5yNHNveXljYnVzMGwxczc1c3VpZGdlZjd6NHhsNCZlcD12MV9naWZzX3NlYXJjaCZjdD1n/o54Wuz7HIrjARFJWzA/giphy.mp4
OneUniverse
Of course we deleted those records. Just not the for sale copy, and the data mining copy, and the backups. But we will delete those too. Then only companies we control will have those copies.
RiddingBean
Even gilf porn I’ve been watching for years??
Targe0
Especially that, the advertisers want to know.
bohjeenie
Wait until they find out how Google’s entire product line up makes money…
“Wait, all this free software is just data collection?”
At least with Google, you should know the exchange. Free software, they make money on your data.
I’m a little more than annoyed modern appliances are selling my data when I’m PAYING FOR THE APPLIANCE ONLY.
Cars should be cheaper for tracking my driving, not more expensive…
ADMNtek
StevieTheAussie
itrytoonlysaypositivethings
Just like how VPNs don't make you anonymous or 'protect' you in any significant way. The real feature is that you can by-pass geo-locked content.
Xenarion
Yeah you just trade who collects your data from your ISP to a VPN company. And often the VPN company is even less regulated than the ISPs.
CandidGamera
I'm stunned that anybody would think incognito mode would do something beyond maybe pornhub not immediately showing up when the next user presses the P key. You are still telling your browser that you want specific data, your browser sends out a request for that data, the data is then sent to your computer, all running through your internet provider's connections. That's how browsing the internet works. You can't get "off grid" when using the internet, the internet IS the grid.
rugtiestheroomtogether
Surprise *
meergull
Redbaron1079
I've already long assumed incognito mode tracked you anyway. I only use it when I don't want to clog my history with random/dumb searches, or when I need a "clean" session free of login cookies. I work in IT and often need 2 simultaneous sessions to the same site using different logins.
Targe0
Incognito mode has always just been about locally stored browser history. It was always marketed like this. But people were too stupid to comprehend it. They simply say private browsing and assumed everything was hidden.
Xenarion
Despite the very clear warning when you open an incognito tab.
Targe0
You're expecting idiots to read.
Xenarion
I do expect the lawyers to.
Targe0
Again, you expect idiots to read. /s (Just kidding lawyer people)
lddiaz
Never used it. I use the Firefox private mode. Is there any issue with Firefox?
lddiaz
I was wondering about the tracking and info part. I am smart enough to be using a vpn.
laserfrog
You.... should look up what private browsing is. Either you don't care about privacy to use it, or you know that incognito /private isn't privacy.
Z0op
The exact same thing, if you visit anything that features social media or google services, you get tracked just as much as in chrome.
There isnt an issue with chrome either, the judge ruled they have to change the wording, not how it works (because thats the same in every other browser).
So the only issue is that people dont understand it and google has to make it clearer
Targe0
It's the same thing.... Both only hide local browser history. It doesn't stop you being tracked online. It just means other people using your computer can't see the sites you have visited.
CraftyGiant
It literally warns you it does this, it only ever covers your tracks locally.
OmenJones
Shocked, I tell you.
laner7112000
https://media4.giphy.com/media/v1.Y2lkPWE1NzM3M2U1Y3JxamRndGFpaHFybnZoejgxNTBvNGVpeDFhb2liaWZrbTBveGN4aCZlcD12MV9naWZzX3NlYXJjaCZjdD1n/clotJg9IqBitMcRJ61/200w.webp
throwaway12345432
No shit. Incognito has NEVER stopped external sources tracking you or collecting data. It has ALWAYS only been to clear a session locally.
throwaway12345432
It was NEVER supposed to prevent 3rd parties doing their thing. It is the users fault if they never bothered to read the text put on screen.
vandude9090
icantbelieveistillhavetoprotestthiscrap
All I ever thought Incognito Mode was good for was hiding shit from other people who use the same computer. At no point did I think Google wasn't tracking the data. Corporations don't DO ethical behavior.
Xenarion
Yup. They are pretty transparent about it.
QuigleyDownUnder
There are better browsers to use, also get a VPN. I'd suggest mullvad, it's about $5 a month it was raided by the Swedish police and they walked away with nothing for no files are recorded.
Xenarion
VPN aren't more private. You just give your browsing data to the VPN company instead of your ISP, and often the VPN is offshore and less regulated then ISPs, depending on your country. Several large VPN have been exposed for selling users data.
laserfrog
or
laserfrog
anything else. "best" is subjective. If a criterion is "I am not your fucking product" google is the worst browser.
Targe0
Careful about VPNs many keep logs and even a couple that have claimed they don't keep logs have been found, when pressed by Authorities, suddenly have logs to hand over.
rchcopper
They will delete it from their servers, maybe. But it has already been passed on and will still exist somewhere else.
LifeIsADanceOfMinds
Hey, they got a healthy payday for their shareholders... why is everyone upset? (/s)
JeezusJuice
This couldn’t be more incorrect. Google is worth what it’s worth because it has a treasure trove of data that few others can rival. Search and social media are walled gardens, they don’t share their data with anyone. FB, google, Amazon, etc., only allow advertisers to setup ad strategies in their DSPs. They only tell google who they want to target, broadly speaking, Google figures out the specifics. Third party cookies are what gets shared with data brokers. I worked in adtech for a while.
Steffn
Google definitely doesn't just pass that data on.
rchcopper
No. They get paid for it.
Steffn
No. They get paid to offer services based on that data.
JeezusJuice
No, they don’t share the data at all. It’s far more lucrative to be the sole holder of the data because you can charge people for indirect access to the data. Advertisers who buy google ad space rely on google’s data classifications and whatnot, they don’t get to see your identity, google picks you based on the similarity of your profile to the profiles the advertisers want to target.
Whitemannatee
I understand this and only use incognito mode so certain url's don't pop up when I'm showing someone something on the interwebs.
kmikl
Anyone who is shocked should put your phone down... into a shredder.
elvisdumbledore
Don't be evil.
DiracsDelta
Stricken from the charter
BruceMane
inkognito mode is for jacking off on a shared device
[deleted]
[deleted]
BruceMane
thats the point
laserfrog
All incognito mode is, is no cookies/history. If someone thinks privacy is important then they already know, or are stupid. Like driving but
laserfrog
not knowing how to fill gas or where your emergency brake is. Like don't fucking do it if you don't know the basics. It is all free info.
OmgOptimized
Except google still collected the history for their own usage. Which is still fishy if you ask me.
laserfrog
1. It is google, that is what they do. 2. ISPs can still see every thing in incognito. Your work IT if you use a work computer. It is not a VPN. At some point there is a personal responsibility element if someone is gonna do secret stuff they need to read a wiki page or like anything about what incognito is. By the time one needs privacy, and know they don't have it, they have the information to get the basics. I do not have sympathy; I know too many people who I tell aabou security and privacy
OmgOptimized
1. That's weak-ass reasoning, and the court agrees. 2. This isn't about ISPs (who btw only see DNS lookup, IPs, and SNI strings in most cases nowadays, not full URLs or the content itself) and it also isn't about work IT. It's about google and their insufficiently clear explanation about what they do.
laserfrog
and who do not care. People who don't know already what you posted don't care and won't. They don't get to surprise pikachu. They are, however, free to ask for where to start when they are ready.
Z0op
Yes and it never claimed otherwise, its literally only about what is locally stored
OmgOptimized
They literally settled a lawsuit saying they haven't been clear enough on this. Try to keep up.
Z0op
Yes, and they are not changing how things work, just how its worded, because naive people making assumptions. Not trying to defend google or anything, but anyone with half a brain and a tad of reading comprehension would know how incognito actually works. But ok, judge says it need to be clearer, no argument against that from me
drduffer
Not only that, but they’re listening to me through my microphone, despite it not being enabled, and despite google (and Amazon and Meta) saying they don’t.
laserfrog
There are some plug in mic tools that don't have a mic, so the mic listens to nothing (unless they can force use the embedded one)
MilesNiveus
Am I the only one who assumed all along that Incognito mode was for local privacy? All it does is wipe cookies and history on your machine. Networking, ISP's, and hosts all still have records of your IP address access as far as I'm aware.
AllMyOpinionSuck
It was very well known common knowledge among those who were computer literate. The problem is that is exactly why it's so wrong. The way it was marketed and pushed was just vague enough that tons of people thought it was a more secure browsing method. And the fact that google pushed that and pretended otherwise is the issue.
Cinammontoastcrunch
I didn't think it was a secret you'd still be tracked, I also just assumed for local privacy, I use it to search things I don't want in my algorithm, hasn't failed me yet from what I've seen
TheRealJakeLongg
You are correct. It was clearly stated that those were the only features of the browser.
FetteredJuvenescence
Yeah, always knew it was for local privacy, but also people are largely idiots and probably there were a lot of people who saw "incognito mode" and just assumed.
OmgOptimized
Personally I would definitely expect any consent I've given for google to collect my browsing history for their profiling to *not* apply in private browsing, and that seems like the issue here. Since I would still view the browser and its services as "local" compared to the rest of the internet, and if that's not true then its really just plain malware. For the rest you are largely correct.
JeezusJuice
You have some misconceptions of how the internet works if you’re considering things you view in your web browser as local.
OmgOptimized
You have some poor reading comprehension if that's what you think I meant.
JeezusJuice
> Since I would still view the browser and its services as "local" compared to the rest of the internet. — it’s literally what you said; if that’s not what you meant, you communicated poorly. So now I know you’re both stupid and an asshole. Good job! At least I know to ignore your next reply.
CraftyGiant
but they actually tell you it's tracked. there's a warning.
OmgOptimized
There is now. Why do you assume the phrasing is the same after they accepted a settlement that says they will update the text to be clearer?
Z0op
Because this was the phrasing “Now you can browse privately, and other people who use this device won’t see your activity.” Granted, the “privately” bit is a bit ambiguous and thats what all this fuss is about.
In 2024 they added a sentence:
“This won’t change how data is collected by websites you visit and the services they use, including Google.”
Z0op
What is private browsing? Because thats not what incognito is, nor what it calls itself, so where does that term come from?
OmgOptimized
I guess I used it as a synonym because it's what the firefox equivalent is called.
Z0op
Firefox calls it a private tab or private navigation, and its exactly the same thing as in chrome, you get tracked and data collected just as much in firefox as in chrome.
When you click the more info thingy in firefox it first starts to list all the myths you just mentioned, seriously, read it
OmgOptimized
I'm perfectly aware of how it works. firefox also uses multiple terms. "Private tab" for tabs, "Private browsing" for window title, plus other variations involving the word "private". I however read the article as chrome using the browser to collect history, which definitely fall under "browser-local" actions. But, maybe that's wrong 🤷.
OmgOptimized
"Private browsing" is also what the documentation calls it: https://www.mozilla.org/en-US/firefox/features/private-browsing/
bohjeenie
Yes, I’m not sure how anyone would’ve guessed differently.
porcinechoirmaster
I used it to avoid populating my regular browsing profile, search history, advertising profile, youtube recommendations, and autofill with my taste in porn.
It worked quite well for that.
Anyone expecting more was misinformed.
nopo
This is pretty much the only thing I've ever used it for.
dotslashsandwich
Yep! You need a good VPN to take privacy further. Regardless, seems like it’s going to get a nice upgrade, now.
Agreement2agree
This, exactly.
Dadbodbot
I was just about to post this for a friend.
ThingsThatDontJustifyGenocide
Incognito mode absolutely shouldn't have had google hoovering up data from your local system, though. This lawsuit isn't "google's websites grabbed data", unless I've missed something, it's "google's browser hoovered up data it shouldn't have"
Z0op
Neither, its rather “people dont understand it, google needs to be more clear” because they arent ordered to change how it works or any, only how it is worded.
So functionally, nothing will change, as there wasnt a problem in the first place. Just the communication about it
burnsep
Duck Duck Go and NextDNS. I may not be invisible but I refuse to make it easy for them to tack and monetize me.
JeezusJuice
Interestingly, DDG uses Bing, and the privacy stuff is an agreement with MS to not track things. I wonder how strictly MS adheres to the agreement with DDG. All DDG searches use bing, though.
svga
Brave browser is a solid one too
Hammerwell
Only with certain "tweaks" in the settings. (in German: https://www.kuketz-blog.de/einstellungen/#brave-desktop ) And some imported adblock-lists (see Dandelion Sprout and Firebog)
Hextant
do your extensions ever just randomly stop working on Brave? I swear, my DarkReader just shits itself at random so often, I'm wondering if it's just me or what, lol.
Hammerwell
There are extensions for it? I only ever used ublock. But that won't fly anymore with manifest v3.
Hextant
Anything usable on Google Chrome is usable on Brave.
Hammerwell
Im just too stupid to find the menu option.
svga
yyyyyyyyeah I gotta say I'm not in love with some of the struggles; on occasion it just feels like "a bad session" where any time I try and open a new tab it wants to have a stroke - BUT - if I open a new WINDOW it is totally fine
Hextant
yeah, I have to hard refrsh (CTRL F5) when I open any page once in awhile. Maybe it's just Brave being that way, then. Bleh.