Google has agreed to play ball with UK regulators to change how it collects user data in the country.
This undertaking marks a significant step forward following a long investigation and extensive dialogue. Google’s commitment today to make these necessary changes will improve the information UK consumers receive when using their online services and products.
Whilst our investigation concluded that this case hasn’t resulted in substantial damage and distress to consumers, it is still important for organisations to properly understand the impact of their actions and the requirement to comply with data protection law. Ensuring that personal data is processed fairly and transparently is a key requirement of the Act.
This investigation has identified some important learning points not only for Google, but also for all organisations operating online, particularly when they seek to combine and use data across services. It is vital that there is clear and effective information available to enable users to understand the implications of their data being combined. The detailed agreement Google has signed setting out its commitments will ensure that.