Google’s new permit- Is profit prevailing privacy?
Sharisha Sahay
Research Analyst - Policy & Advocacy, CyberPeace
PUBLISHED ON
Feb 28, 2025
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Starting on 16th February 2025, Google changed its advertisement platform program policy. It will permit advertisers to employ device fingerprinting techniques for user tracking. Organizations that use their advertising services are now permitted to use fingerprinting techniques for tracking their users' data. Originally announced on 18th December 2024, this rule change has sparked yet another debate regarding privacy and profits.
The Issue
Fingerprinting is a technique that allows for the collection of information about a user’s device and browser details, ultimately enabling the creation of a profile of the user. Not only used for or limited to targeting advertisements, data procured in such a manner can be used by private entities and even government organizations to identify individuals who access their services. If information on customization options, such as language settings and a user’s screen size, is collected, it becomes easier to identify an individual when combined with data points like browser type, time zone, battery status, and even IP address.
What makes this technique contentious at the moment is the lack of awareness regarding the information being collected from the user and the inability to opt out once permissions are granted.
This is unlike Google’s standard system of data collection through permission requests, such as accepting website cookies—small text files sent to the browser when a user visits a particular website. While contextual and first-party cookies limit data collection to enhance user experience, third-party cookies enable the display of irrelevant advertisements while users browse different platforms. Due to this functionality, companies can engage in targeted advertising.
This issue has been addressed in laws like the General Data Protection Regulation (GDPR) of the European Union (EU) and the Digital Personal Data Protection (DPDP) Act, 2023 (India), which mandate strict rules and regulations regarding advertising, data collection, and consent, among other things. One of the major requirements in both laws is obtaining clear, unambiguous consent. This also includes the option to opt out of previously granted permissions for cookies.
However, in the case of fingerprinting, the mechanism of data collection relies on signals that users cannot easily erase. While clearing all data from the browser or refusing cookies might seem like appropriate steps to take, they do not prevent tracking through fingerprinting, as users can still be identified using system details that a website has already collected. This applies to all IoT products as well. People usually do not frequently change the devices they use, and once a system is identified, there are no available options to stop tracking, as fingerprinting relies on device characteristics rather than data-collecting text files that could otherwise be blocked.
Google’s Changing Stance
According to Statista, Google’s revenue is largely made up of the advertisement services it provides (amounting to 264.59 billion U.S. dollars in 2024). Any change in its advertisement program policies draws significant attention due to its economic impact.
In 2019, Google claimed in a blog post that fingerprinting was a technique that “subverts user choice and is wrong.” It is in this context that the recent policy shift comes as a surprise. In response, the ICO (Information Commissioner’s Office), the UK’s data privacy watchdog, has stated that this change is irresponsible. Google, however, is eager to have further discussions with the ICO regarding the policy change.
Conclusion
The debate regarding privacy in targeted advertising has been ongoing for quite some time. Concerns about digital data collection and storage have led to new and evolving laws that mandate strict fines for non-compliance.
Google’s shift in policy raises pressing concerns about user privacy and transparency. Fingerprinting, unlike cookies, offers no opt-out mechanism, leaving users vulnerable to continuous tracking without consent. This move contradicts Google’s previous stance and challenges global regulations like the GDPR and DPDP Act, which emphasize clear user consent.
With regulators like the ICO expressing disapproval, the debate between corporate profits and individual privacy intensifies. As digital footprints become harder to erase, users, lawmakers, and watchdogs must scrutinize such changes to ensure that innovation does not come at the cost of fundamental privacy rights
The spread of information in the quickly changing digital age presents both advantages and difficulties. The phrases "misinformation" and "disinformation" are commonly used in conversations concerning information inaccuracy. It's important to counter such prevalent threats, especially in light of how they affect countries like India. It becomes essential to investigate the practical ramifications of misinformation/disinformation and other prevalent digital threats. Like many other nations, India has had to deal with the fallout from fraudulent internet actions in 2023, which has highlighted the critical necessity for strong cybersecurity safeguards.
The Emergence of AI Chatbots; OpenAI's ChatGPT and Google's Bard
The launch of OpenAI's ChatGPT in November 2022 was a major turning point in the AI space, inspiring the creation of rival chatbot ‘Google's Bard’ (Launched in 2023). These chatbots represent a significant breakthrough in artificial intelligence (AI) as they produce replies by combining information gathered from huge databases, driven by Large Language Models (LLMs). In the same way, AI picture generators that make use of diffusion models and existing datasets have attracted a lot of interest in 2023.
Deepfake Proliferation in 2023
Deepfake technology's proliferation in 2023 contributed to misinformation/disinformation in India, affecting politicians, corporate leaders, and celebrities. Some of these fakes were used for political purposes while others were for creating pornographic and entertainment content. Social turmoil, political instability, and financial ramifications were among the outcomes. The lack of tech measures about the same added difficulties in detection & prevention, causing widespread synthetic content.
Challenges of Synthetic Media
Problems of synthetic media, especially AI-powered or synthetic Audio video content proliferated widely during 2023 in India. These included issues with political manipulation, identity theft, disinformation, legal and ethical issues, security risks, difficulties with identification, and issues with media integrity. It covered an array of consequences, ranging from financial deception and the dissemination of false information to swaying elections and intensifying intercultural conflicts.
Biometric Fraud Surge in 2023
Biometric fraud in India, especially through the Aadhaar-enabled Payment System (AePS), has become a major threat in 2023. Due to the AePS's weaknesses being exploited by cybercriminals, many depositors have had their hard-earned assets stolen by fraudulent activity. This demonstrates the real effects of biometric fraud on those who have had their Aadhaar-linked data manipulated and unauthorized access granted. The use of biometric data in financial systems raises more questions about the security and integrity of the nation's digital payment systems in addition to endangering individual financial stability.
Government strategies to counter digital threats
The Indian Union Government has sent a warning to the country's largest social media platforms, highlighting the importance of exercising caution when spotting and responding to deepfake and false material. The advice directs intermediaries to delete reported information within 36 hours, disable access in compliance with IT Rules 2021, and act quickly against content that violates laws and regulations. The government's dedication to ensuring the safety of digital citizens was underscored by Union Minister Rajeev Chandrasekhar, who also stressed the gravity of deepfake crimes, which disproportionately impact women.
The government has recently come up with an advisory to social media intermediaries to identify misinformation and deepfakes and to make sure of the compliance of Information Technology (IT) Rules 2021. It is the legal obligation of online platforms to prevent the spread of misinformation and exercise due diligence or reasonable efforts to identify misinformation and deepfakes.
The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules 2021 were amended in 2023. The online gaming industry is required to abide by a set of rules. These include not hosting harmful or unverified online games, not promoting games without approval from the SRB, labelling real-money games with a verification mark, educating users about deposit and winning policies, setting up a quick and effective grievance redressal process, requesting user information, and forbidding the offering of credit or financing for real-money gaming. These steps are intended to guarantee ethical and open behaviour throughout the online gaming industry.
With an emphasis on Personal Data Protection, the government enacted the Digital Personal Data Protection Act, 2023. It is a brand-new framework for digital personal data protection which aims to protect the individual's digital personal data.
The " Cyber Swachhta Kendra " (Botnet Cleaning and Malware Analysis Centre) is a part of the Government of India's Digital India initiative under the (MeitY) to create a secure cyberspace. It uses malware research and botnet identification to tackle cybersecurity. It works with antivirus software providers and internet service providers to establish a safer digital environment.
Strategies by Social Media Platforms
Various social media platforms like YouTube, and Meta have reformed their policies on misinformation and disinformation. This shows their comprehensive strategy for combating deepfake, misinformation/disinformation content on the network. The platform YouTube prioritizes eliminating content that transgresses its regulations, decreasing the amount of questionable information that is recommended, endorsing reliable news sources, and assisting reputable authors. YouTube uses unambiguous facts and expert consensus to thwart misrepresentation. In order to quickly delete information that violates policies, a mix of content reviewers and machine learning is used throughout the enforcement process. Policies are designed in partnership with external experts and producers. In order to improve the overall quality of information that users have access to, the platform also gives users the ability to flag material, places a strong emphasis on media literacy, and gives precedence to giving context.
Meta’s policies address different misinformation categories, aiming for a balance between expression, safety, and authenticity. Content directly contributing to imminent harm or political interference is removed, with partnerships with experts for assessment. To counter misinformation, the efforts include fact-checking partnerships, directing users to authoritative sources, and promoting media literacy.
Promoting ‘Tech for Good’
By 2024, the vision for "Tech for Good" will have expanded to include programs that enable people to understand the ever-complex digital world and promote a more secure and reliable online community. The emphasis is on using technology to strengthen cybersecurity defenses and combat dishonest practices. This entails encouraging digital literacy and providing users with the knowledge and skills to recognize and stop false information, online dangers, and cybercrimes. Furthermore, the focus is on promoting and exposing effective strategies for preventing cybercrime through cooperation between citizens, government agencies, and technology businesses. The intention is to employ technology's good aspects to build a digital environment that values security, honesty, and moral behaviour while also promoting innovation and connectedness.
Conclusion
In the evolving digital landscape, difficulties are presented by false information powered by artificial intelligence and the misuse of advanced technology by bad actors. Notably, there are ongoing collaborative efforts and progress in creating a secure digital environment. Governments, social media corporations, civil societies and tech companies have shown a united commitment to tackling the intricacies of the digital world in 2024 through their own projects. It is evident that everyone has a shared obligation to establish a safe online environment with the adoption of ethical norms, protective laws, and cybersecurity measures. The "Tech for Good" goal for 2024, which emphasizes digital literacy, collaboration, and the ethical use of technology, seems promising. The cooperative efforts of people, governments, civil societies and tech firms will play a crucial role as we continue to improve our policies, practices, and technical solutions.
Recently, there has been a massive amount of fake news about India’s standing in the United Security Council (UNSC), including a veto. This report, compiled scrupulously by the CyberPeace Research Wing, delves into the provenance and credibility of the information, and it is debunked. No information from the UN or any relevant bodies has been released with regard to India’s permanent UNSC membership although India has swiftly made remarkable progress to achieve this strategic goal.
Claims:
Viral posts claim that India has become the first-ever unanimously voted permanent and veto-holding member of the United Nations Security Council (UNSC). Those posts also claim that this was achieved through overwhelming international support, granting India the same standing as the current permanent members.
The CyberPeace Research Team did a thorough keyword search on the official UNSC official website and its associated social media profiles; there are presently no official announcements declaring India's entry into permanent status in the UNSC. India remains a non-permanent member, with the five permanent actors- China, France, Russia, United Kingdom, and USA- still holding veto power. Furthermore, India, along with Brazil, Germany, and Japan (the G4 nations), proposes reform of the UNSC; yet no formal resolutions have come to the surface to alter the status quo of permanent membership. We then used tools such as Google Fact Check Explorer to uncover the truth behind these viral claims. We found several debunked articles posted by other fact-checking organizations.
The viral claims also lack credible sources or authenticated references from international institutions, further discrediting the claims. Hence, the claims made by several users on social media about India becoming the first-ever unanimously voted permanent and veto-holding member of the UNSC are misleading and fake.
Conclusion:
The viral claim that India has become a permanent member of the UNSC with veto power is entirely false. India, along with the non-permanent members, protests the need for a restructuring of the UN Security Council. However, there have been no official or formal declarations or commitments for alterations in the composition of the permanent members and their powers to date. Social media users are advised to rely on verified sources for information and refrain from spreading unsubstantiated claims that contribute to misinformation.
Claim: India’s Permanent Membership in UNSC.
Claimed On: YouTube, LinkedIn, Facebook, X (Formerly Known As Twitter)
The rapid digitization of educational institutions in India has created both opportunities and challenges. While technology has improved access to education and administrative efficiency, it has also exposed institutions to significant cyber threats. This report, published by CyberPeace, examines the types, causes, impacts, and preventive measures related to cyber risks in Indian educational institutions. It highlights global best practices, national strategies, and actionable recommendations to mitigate these threats.
Image: Recent CyberAttack on Eindhoven University
Significance of the Study:
The pandemic-induced shift to online learning, combined with limited cybersecurity budgets, has made educational institutions prime targets for cyberattacks. These threats compromise sensitive student, faculty, and institutional data, leading to operational disruptions, financial losses, and reputational damage. Globally, educational institutions face similar challenges, emphasizing the need for universal and localized responses.
Threat Faced by Education Institutions:
Based on the insights from the CyberPeace’s report titled 'Exploring Cyber Threats and Digital Risks in Indian Educational Institutions', this concise blog provides a comprehensive overview of cybersecurity threats and risks faced by educational institutions, along with essential details to address these challenges.
🎣 Phishing: Phishing is a social engineering tactic where cyber criminals impersonate trusted sources to steal sensitive information, such as login credentials and financial details. It often involves deceptive emails or messages that lead to counterfeit websites, pressuring victims to provide information quickly. Variants include spear phishing, smishing, and vishing.
💰 Ransomware: Ransomware is malware that locks users out of their systems or data until a ransom is paid. It spreads through phishing emails, malvertising, and exploiting vulnerabilities, causing downtime, data leaks, and theft. Ransom demands can range from hundreds to hundreds of thousands of dollars.
🌐 Distributed Denial of Service (DDoS): DDoS attacks overwhelm servers, denying users access to websites and disrupting daily operations, which can hinder students and teachers from accessing learning resources or submitting assignments. These attacks are relatively easy to execute, especially against poorly protected networks, and can be carried out by amateur cybercriminals, including students or staff, seeking to cause disruptions for various reasons
🕵️ Cyber Espionage: Higher education institutions, particularly research-focused universities, are vulnerable to spyware, insider threats, and cyber espionage. Spyware is unauthorized software that collects sensitive information or damages devices. Insider threats arise from negligent or malicious individuals, such as staff or vendors, who misuse their access to steal intellectual property or cause data leaks..
🔒 Data Theft: Data theft is a major threat to educational institutions, which store valuable personal and research information. Cybercriminals may sell this data or use it for extortion, while stealing university research can provide unfair competitive advantages. These attacks can go undetected for long periods, as seen in the University of California, Berkeley breach, where hackers allegedly stole 160,000 medical records over several months.
🛠️ SQL Injection: SQL injection (SQLI) is an attack that uses malicious code to manipulate backend databases, granting unauthorized access to sensitive information like customer details. Successful SQLI attacks can result in data deletion, unauthorized viewing of user lists, or administrative access to the database.
🔍Eavesdropping attack: An eavesdropping breach, or sniffing, is a network attack where cybercriminals steal information from unsecured transmissions between devices. These attacks are hard to detect since they don't cause abnormal data activity. Attackers often use network monitors, like sniffers, to intercept data during transmission.
🤖 AI-Powered Attacks: AI enhances cyber attacks like identity theft, password cracking, and denial-of-service attacks, making them more powerful, efficient, and automated. It can be used to inflict harm, steal information, cause emotional distress, disrupt organizations, and even threaten national security by shutting down services or cutting power to entire regions
Insights from Project eKawach
The CyberPeace Research Wing, in collaboration with SAKEC CyberPeace Center of Excellence (CCoE) and Autobot Infosec Private Limited, conducted a study simulating educational institutions' networks to gather intelligence on cyber threats. As part of the e-Kawach project, a nationwide initiative to strengthen cybersecurity, threat intelligence sensors were deployed to monitor internet traffic and analyze real-time cyber attacks from July 2023 to April 2024, revealing critical insights into the evolving cyber threat landscape.
Cyber Attack Trends
Between July 2023 and April 2024, the e-Kawach network recorded 217,886 cyberattacks from IP addresses worldwide, with a significant portion originating from countries including the United States, China, Germany, South Korea, Brazil, Netherlands, Russia, France, Vietnam, India, Singapore, and Hong Kong. However, attributing these attacks to specific nations or actors is complex, as threat actors often use techniques like exploiting resources from other countries, or employing VPNs and proxies to obscure their true locations, making it difficult to pinpoint the real origin of the attacks.
Brute Force Attack:
The analysis uncovered an extensive use of automated tools in brute force attacks, with 8,337 unique usernames and 54,784 unique passwords identified. Among these, the most frequently targeted username was “root,” which accounted for over 200,000 attempts. Other commonly targeted usernames included: "admin", "test", "user", "oracle", "ubuntu", "guest", "ftpuser", "pi", "support"
Similarly, the study identified several weak passwords commonly targeted by attackers. “123456” was attempted over 3,500 times, followed by “password” with over 2,500 attempts. Other frequently targeted passwords included: "1234", "12345", "12345678", "admin", "123", "root", "test", "raspberry", "admin123", "123456789"
Insights from Threat Landscape Analysis
Research done by the USI - CyberPeace Centre of Excellence (CCoE) and Resecurity has uncovered several breached databases belonging to public, private, and government universities in India, highlighting significant cybersecurity threats in the education sector. The research aims to identify and mitigate cybersecurity risks without harming individuals or assigning blame, based on data available at the time, which may evolve with new information. Institutions were assigned risk ratings that descend from A to F, with most falling under a D rating, indicating numerous security vulnerabilities. Institutions rated D or F are 5.4 times more likely to experience data breaches compared to those rated A or B. Immediate action is recommended to address the identified risks.
Risk Findings :
The risk findings for the institutions are summarized through a pie chart, highlighting factors such as data breaches, dark web activity, botnet activity, and phishing/domain squatting. Data breaches and botnet activity are significantly higher compared to dark web leakages and phishing/domain squatting. The findings show 393,518 instances of data breaches, 339,442 instances of botnet activity, 7,926 instances related to the dark web and phishing & domain activity - 6711.
Key Indicators: Multiple instances of data breaches containing credentials (email/passwords) in plain text.
Botnet activity indicating network hosts compromised by malware.
Credentials from third-party government and non-governmental websites linked to official institutional emails
Details of software applications, drivers installed on compromised hosts.
Sensitive cookie data exfiltrated from various browsers.
IP addresses of compromised systems.
Login credentials for different Android applications.
Below is the sample detail of one of the top educational institutions that provides the insights about the higher rate of data breaches, botnet activity, dark web activities and phishing & domain squatting.
Risk Detection:
It indicates the number of data breaches, network hygiene, dark web activities, botnet activities, cloud security, phishing & domain squatting, media monitoring and miscellaneous risks. In the below example, we are able to see the highest number of data breaches and botnet activities in the sample particular domain.
Risk Changes:
Risk by Categories:
Risk is categorized with factors such as high, medium and low, the risk is at high level for data breaches and botnet activities.
Challenges Faced by Educational Institutions
Educational institutions face cyberattack risks, the challenges leading to cyberattack incidents in educational institutions are as follows:
🔒 Lack of a Security Framework: A key challenge in cybersecurity for educational institutions is the lack of a dedicated framework for higher education. Existing frameworks like ISO 27001, NIST, COBIT, and ITIL are designed for commercial organizations and are often difficult and costly to implement. Consequently, many educational institutions in India do not have a clearly defined cybersecurity framework.
🔑 Diverse User Accounts: Educational institutions manage numerous accounts for staff, students, alumni, and third-party contractors, with high user turnover. The continuous influx of new users makes maintaining account security a challenge, requiring effective systems and comprehensive security training for all users.
📚 Limited Awareness: Cybersecurity awareness among students, parents, teachers, and staff in educational institutions is limited due to the recent and rapid integration of technology. The surge in tech use, accelerated by the pandemic, has outpaced stakeholders' ability to address cybersecurity issues, leaving them unprepared to manage or train others on these challenges.
📱 Increased Use of Personal/Shared Devices: The growing reliance on unvetted personal/Shared devices for academic and administrative activities amplifies security risks.
💬 Lack of Incident Reporting: Educational institutions often neglect reporting cyber incidents, increasing vulnerability to future attacks. It is essential to report all cases, from minor to severe, to strengthen cybersecurity and institutional resilience.
Impact of Cybersecurity Attacks on Educational Institutions
Cybersecurity attacks on educational institutions lead to learning disruptions, financial losses, and data breaches. They also harm the institution's reputation and pose security risks to students. The following are the impacts of cybersecurity attacks on educational institutions:
📚Impact on the Learning Process: A report by the US Government Accountability Office (GAO) found that cyberattacks on school districts resulted in learning losses ranging from three days to three weeks, with recovery times taking between two to nine months.
💸Financial Loss: US schools reported financial losses ranging from $50,000 to $1 million due to expenses like hardware replacement and cybersecurity upgrades, with recovery taking an average of 2 to 9 months.
🔒Data Security Breaches: Cyberattacks exposed sensitive data, including grades, social security numbers, and bullying reports. Accidental breaches were often caused by staff, accounting for 21 out of 25 cases, while intentional breaches by students, comprising 27 out of 52 cases, frequently involved tampering with grades.
⚠️Data Security Breach: Cyberattacks on schools result in breaches of personal information, including grades and social security numbers, causing emotional, physical, and financial harm. These breaches can be intentional or accidental, with a US study showing staff responsible for most accidental breaches (21 out of 25) and students primarily behind intentional breaches (27 out of 52) to change grades.
🏫Impact on Institutional Reputation: Cyberattacks damaged the reputation of educational institutions, eroding trust among students, staff, and families. Negative media coverage and scrutiny impacted staff retention, student admissions, and overall credibility.
🛡️ Impact on Student Safety: Cyberattacks compromised student safety and privacy. For example, breaches like live-streaming school CCTV footage caused severe distress, negatively impacting students' sense of security and mental well-being.
CyberPeace Advisory:
CyberPeace emphasizes the importance of vigilance and proactive measures to address cybersecurity risks:
Develop effective incident response plans: Establish a clear and structured plan to quickly identify, respond to, and recover from cyber threats. Ensure that staff are well-trained and know their roles during an attack to minimize disruption and prevent further damage.
Implement access controls with role-based permissions: Restrict access to sensitive information based on individual roles within the institution. This ensures that only authorized personnel can access certain data, reducing the risk of unauthorized access or data breaches.
Regularly update software and conduct cybersecurity training: Keep all software and systems up-to-date with the latest security patches to close vulnerabilities. Provide ongoing cybersecurity awareness training for students and staff to equip them with the knowledge to prevent attacks, such as phishing.
Ensure regular and secure backups of critical data: Perform regular backups of essential data and store them securely in case of cyber incidents like ransomware. This ensures that, if data is compromised, it can be restored quickly, minimizing downtime.
Adopt multi-factor authentication (MFA): Enforce Multi-Factor Authentication(MFA) for accessing sensitive systems or information to strengthen security. MFA adds an extra layer of protection by requiring users to verify their identity through more than one method, such as a password and a one-time code.
Deploy anti-malware tools: Use advanced anti-malware software to detect, block, and remove malicious programs. This helps protect institutional systems from viruses, ransomware, and other forms of malware that can compromise data security.
Monitor networks using intrusion detection systems (IDS): Implement IDS to monitor network traffic and detect suspicious activity. By identifying threats in real time, institutions can respond quickly to prevent breaches and minimize potential damage.
Conduct penetration testing: Regularly conduct penetration testing to simulate cyberattacks and assess the security of institutional networks. This proactive approach helps identify vulnerabilities before they can be exploited by actual attackers.
Collaborate with cybersecurity firms: Partner with cybersecurity experts to benefit from specialized knowledge and advanced security solutions. Collaboration provides access to the latest technologies, threat intelligence, and best practices to enhance the institution's overall cybersecurity posture.
Share best practices across institutions: Create forums for collaboration among educational institutions to exchange knowledge and strategies for cybersecurity. Sharing successful practices helps build a collective defense against common threats and improves security across the education sector.
Conclusion:
The increasing cyber threats to Indian educational institutions demand immediate attention and action. With vulnerabilities like data breaches, botnet activities, and outdated infrastructure, institutions must prioritize effective cybersecurity measures. By adopting proactive strategies such as regular software updates, multi-factor authentication, and incident response plans, educational institutions can mitigate risks and safeguard sensitive data. Collaborative efforts, awareness, and investment in cybersecurity will be essential to creating a secure digital environment for academia.
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