Search engine providers need to be more transparent about how they utilise users’ data, a government initiative has said.
Get Safe Online, a joint initiative between the government and the Serious Organised Crime Agency, has said internet users should make a decision as to whether to remain with providers who use private information for things such as targeted advertising.
A report released this month by the European Union stated that search engines should not hold on to personal data for a period of more than six months. Google and Yahoo! currently carry a policy of rendering all users’ data anonymous after 18 months.
Managing director of Get Safe Online Tony Neate said: “It’s not always exactly transparent why they [search engine providers] need it [user data] so I’d like to see a bit more clarity in relation to the information that they hold and why.”
A June 2007 report by Privacy International said that Google demonstrated an “aggressive use of invasive or potentially invasive technologies”.
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