By using Chrome in incognito mode (private browsing), users' activities are not recorded on their browser or device. You can therefore assume that no data is collected or passed on. That's true to an extent, but incognito mode obviously wasn't entirely private. Google just confessed.
Incognito browsing in Chrome: Google misled users
A class action lawsuit took Google to court in 2020, a case that exposed this The tech giant's lack of transparency when it comes to data collection. The plaintiffs allege that Google misled users in Incognito Mode.
In the initial description of this mode, Google states that it will not collect, track, or use private browsing activity. In the description, Google was not included in the list of entities that a user's data might be visible to in incognito mode.
In response, Google mentions a “Learn More” button at the end of the description. Google informs users about this in the attached textIt does not prevent third-party websites from displaying advertisements to users based on incognito browsing sessions.
This statement did not change the court's analysis because Google did not mention to users that their activities were visible to the company itself. That was the main problem. At the end of this process, Google was fined $5 billion last December, which the company will have to pay next month.
Google is improving transparency in data collection
In a process of transparencyGoogle has just updated the description on the homepage of Incognito browsing mode in Chrome. The note states this Websites and services, including Google, may collect user dataeven when surfing in private mode.
The updated disclaimer clarifies that while Incognito Mode prevents users' browsing activity from being recorded on their device, it does not prevent data collection by visited websites, Google or the ISP.
In other words, Google continues to collect data even in private browsing mode. The Company may collect IP address, browsing history and cookies. This data may be used for personalized advertising, targeted content and other purposes.
Although browsing history and cookies are not saved, the IP address is not hidden. It remains visible to all websites visited and any person or organization monitoring your system. We have to keep that in mind. Confidentiality is far from being respected.