Firefox Browser's Default Ad Tracking Feature Sparks Complaints, Engineers Argue Users Can't Make Informed Choices

The Firefox browser recently introduced a new feature called Privacy Preserving Attribution in its latest version, an initiative aimed at blocking third-party cookies. However, this feature, ironically named for privacy protection, essentially shares user data with ad networks to measure the effectiveness of ad campaigns, thus resembling ad tracking and potentially compromising user privacy.

NOYB, a prominent European privacy advocacy group, has already lodged a complaint with the Austrian data protection authority. They demand an immediate investigation into Firefox's practice of collecting EU users' data without consent, a clear violation of the General Data Protection Regulation (GDPR) provisions in the European Union.

Privacy Preserving Attribution was designed to measure ad effectiveness without the need for individual websites to collect personal data, thereby improving user privacy. Some tracking is done directly within the Firefox browser, potentially less invasive than unrestricted third-party cookie tracking. Yet, this approach still violates GDPR rules in Europe due to its default activation.

The crux of the issue lies in Firefox's decision to enable Privacy Preserving Attribution by default without notifying users upon upgrading or mentioning it in the privacy policy (although this was later addressed in an updated support document).

Firefox engineers justify the default activation of this feature, arguing that users are incapable of making wise decisions on their own. (Note from LanDian News: The assumption that users will navigate to the settings to discover and activate this option is unrealistic. Most users are unlikely to take the initiative to enable this feature, just as they are unlikely to check and disable it.)

This situation poses a significant problem for Firefox, particularly concerning privacy issues and its impact on EU users. Activating such a feature by default is controversial and could lead to severe repercussions if it prompts a GDPR investigation by the EU.