Google's update on IP tracking has crossed a new line here's why a VPN is more crucial than ever

Date:
Mon, 06 Jul 2026 10:56:06 +0000

Description:
Google will soon start tracking users' IP addresses for advertising measurement purposes, also in the UK and EEA. Here's what this means for your privacy and how a VPN can help.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Are you a Google user living in the European Economic Area (EEA), the UK, or Switzerland? If so, you have probably received a message from the tech giant informing you that it will soon start using your IP address for advertising measurement purposes.

Google has so far only used IP addresses to route traffic and display adverts in these regions. However, as reported by Bleeping Computer , from 4 August, it will allow third parties to show you more personalised adverts by tracking your activity via your IP address. The move raises questions about compliance with the GDPR in the EU and UK, which classifies IP addresses as personal data. Under current regulations, companies must obtain users consent before tracking IP addresses for the purpose of personalising adverts.

Indeed, the tracking of IP addresses in the EU is regarded as
'fingerprinting' an invasive profiling practice that tracks an individual
and their devices to link their digital activities. IP addresses can help identify your device, making it much easier for third parties to build a profile and bombard you with targeted ads while potentially exposing your
data to hackers.

Google has stated that it is now shifting the burden of complying with the regulations in these regions onto advertisers, reminding them to adhere to
its EU User Consent Policy and to obtain valid consent from users in the regions concerned, thereby placing much of the responsibility for managing
and tracking IP addresses directly on these companies. You may like Google Chromes Incognito mode doesn't hide your browsing data from your ISP here's what actually does Mullvad addresses WireGuard exit-IP fingerprinting concern after researcher flags privacy risk From essential security tools to restricted circumvention software: The EU signals that VPNs are the next target following the release of its age verification app

The days when the tech giant promoted a privacy-friendly digital environment now seem a distant memory. However, the best VPNs can help you retain control over your IP address.

NordVPN: TechRadar's top-rated VPN Our top-rated VPN offers blistering speeds, seamless unblocking, and a suite of additional security tools, like its flagship next-gen antivirus suite.

Plans start from only the equivalent of $3.49 per month , but you can give NordVPN a try without fully committing thanks to its 30-day money-back guarantee .

Read our full NordVPN review to know more. View Deal What Googles IP-tracking means for your privacy Google's new initiative could mark a significant turning point in terms of consent. Above all, it involves the creation of persistent profiles based on users' activities.

By placing the responsibility for obtaining consent on advertisers, while at the same time making it impossible for users to delete their own 'digital footprint' themselves, the Big Tech giant heavily impacts users online privacy.

Additionally, advertisers may implement consent banners in ways that are unclear or designed to encourage users to click 'accept', leading regulators to question whether the new system truly respects users' choices.

Although users might soon be able to manage IP-based personalisation, current opt-out options are limited to existing cookies and ad personalisation settings meaning that, at present, users have little control over this new form of profiling. What to read next Google is not collaborative and not in the spirit of complying with this regulation can the EU Commission
strong-arm Google into levelling the playing field of the search engine market, and is this really in the interest of your privacy? How to choose an age verification VPN: secure yourself while verifying your age in regions
such as the UK and Australia AI can tell a lot about you just based on the overall patterns of ads you see

It is particularly clarifying that Google itself was previously against the move, having completely U-turned from 2019, when it recognised fingerprinting as 'wrong' , claiming it undermines users freedom of choice.

However, in 2024, the platform backtracked on its pro-privacy stance and lifted the ban on advertisers' use of fingerprinting , almost immediately raising concerns at the UK's Information Commissioner's Office (ICO), which described the reversal as 'irresponsible' .

Awkwardly for Google, new developments come just one month after the ICO published its 2026 guidance , where it reiterated that tracking a person's digital activity across different websites to build a behavioural profile
will continue to require users' explicit consent. How can a VPN help? (Image credit: Getty Images) A virtual private network (VPN) gives you control back over these issues, as it spoofs users' IP addresses to minimise tracking routing your traffic through remote servers and fooling websites you visit into thinking youre somewhere else.

Leading providers, including NordVPN , Surfshark and Proton VPN , offer services such as ThreatProtection , CleanWeb and NetShield , which provide both shared and dedicated, static IP addresses, as well as blocking trackers, reducing cookie pop-ups and using alternative IDs, making IP-based identification harder.

A handful of secure free VPNs, including ProtonVPN Free , Windscribe Free,
and Privado VPN Free , are also worth the game. However, these solutions usually have limitations, often a limited number of servers, which can slow down connection speeds and cause traffic congestion.

In recent years, some top VPNs have also integrated anti-fingerprinting technologies. Windscribe , for example, has added such a feature on its
Chrome and Edge browser extensions , while Mullvad VPN developed the Mullvad browser with fingerprinting resistance .

Finally, using a privacy-first browser l ike Mozilla Firefox, which incorporates an ad-blocker , free proxy, and fingerprinting protections, will help minimise IP-tracking for ad personalisation, making unpleasant ads a distant memory. Today's best VPN deals NordVPN 2 Year 2.59 /mth View +3
months free Surfshark 24 Months 1.49 /mth View Proton VPN 24 Month 2.39 /mth View We check over 250 million products every day for the best prices



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Link to news story: https://www.techradar.com/vpn/vpn-privacy-security/googles-update-on-ip-tracki ng-has-crossed-a-new-line-heres-why-a-vpn-is-more-crucial-than-ever


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