Observed Signal · Jun 4, 2020 · Regulation · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Negative
Google Faces $5B Incognito Tracking Penalty
A class-action suit has been filed in the United States District Court for the Northern District of California against Google, alleging covert and unauthorized data collection from users even when Chrome is used in Incognito mode. Plaintiffs seek at least $5 billion in damages, claiming that millions of users who used private browsing since 2016 could be part of the class. The complaint argues that Incognito mode does not guarantee privacy, asserting that Google and related entities can still analyze user activity across websites, employers, and ISPs. Google has responded that incognito tabs may still allow websites to collect information about browsing activity. Privacy advocates have criticized aggregating user profiles across browsing modes. The case highlights ongoing debates over privacy rights and data collection practices in the ad-tech ecosystem and could have broad implications for Chrome’s privacy assurances and data practices.
Significant privacy/regulatory implications for a major browser and AdTech data practices.
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Key Takeaways & Evidence Grounding
- Google is sued in the United States District Court for the Northern District of California.
- Plaintiffs seek at least $5 billion in damages for alleged covert data collection in Chrome's incognito mode.
- The complaint claims millions of users who browsed privately since June 1, 2016 could be part of the class.
- The plaintiffs allege a violation of California privacy rights and seek at least $5,000 per user in damages.
- Google states that incognito mode does not prevent data collection by websites, employers, or ISPs.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
US Class Action Accuses Google of Sharing Data with Temu, Baidu
A class action filed in the United States alleges that Google transferred sensitive user data via its advertising and tracking technologies to Chinese companies including Temu and Baidu. Reported by TopClassActions and summarized by Retail-News, the complaint claims captured data (IP addresses, device identifiers and other technical information) were sent to third parties through integrations in Google's ad network without adequate user notice or consent. Plaintiffs cite a 2025 U.S. Department of Justice rule restricting transfers of sensitive data to companies from certain countries (including China) and allege additional violations of electronic communications protections and California privacy laws. The suit seeks damages, disgorgement, injunctive relief and a jury trial; if proven, it could impose financial liabilities and force structural changes to Google’s advertising practices.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
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