Watchdog asks FTC to look into how Google collects shopping data

Back in May, Google introduced a new tool, “store sales measurement,” which tracks debit and credit card purchases in the real world. The company claimed it could help them prove that online ads directly lead to in-store purchases. But a privacy watchdog group isn’t comfortable with the vague safeguards the search giant put in place as it tracks buying habits, and has asked the FTC to investigate.

As written in its formal complaint to the FTC, the Electronic Privacy and Information Center (EPIC) is requesting the agency discover how Google’s tool connects online browsing with in-store shopping, which the search giant has kept secret. The company’s post introducing the tool back in May outlined its potential benefits to marketers, but not how it collects data; It did note that the tool’s methods “match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.”

But the complaint goes a step further. Google maintains that users can opt-out of the tool’s data collection by going to their account settings and toggling off “Web and App Activity.” But EPIC claims that’s a spurious assurance and outright deceptive trade practice because some users must also call their banking or credit institution, which might have its own third-party relationship feeding consumer purchasing data to Google. To that end, EPIC requests the FTC force Google to divulge all of its third-party partnerships, which the tech titan noted “capture approximately 70% of credit and debit card transactions in the United States” in the May blog post.

The FTC has its own FAQ page describing what rights users have when opting out. We’ve reached out to Google for comment and will add it when we hear back.

Via: The Hill

Source: Complaint by the Electronic Privacy and Information Center (PDF)