Australia’s competition regulator has launched the court proceedings against Alphabet’s Google for allegedly misleading consumers about the expanded use of personal data for targeted advertising. The case by the Australian Competition and Consumer Commission (ACCC) in Federal Court said that Google did not explicitly get consent nor properly to inform consumers about a 2016 move to combine personal information in Google accounts with activities on non-Google websites that use its technology.
The regulator said that this practice allowed the Alphabet Inc unit to link the names and other ways to identify consumers with their behaviour elsewhere on the internet. Google did not immediately respond to a request for comment. The move by the ACCC comes amid heightened attention in much of the world on data privacy. US and European lawmakers have recently stepped up their focus on how the tech companies treat user data due to privacy concerns.