{"id":6031,"date":"2022-01-24T17:26:05","date_gmt":"2022-01-24T17:26:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/24\/new-lawsuit-targets-google-over-location-data\/"},"modified":"2022-01-24T17:26:05","modified_gmt":"2022-01-24T17:26:05","slug":"new-lawsuit-targets-google-over-location-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/24\/new-lawsuit-targets-google-over-location-data\/","title":{"rendered":"New lawsuit targets Google over location data"},"content":{"rendered":"

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We\u2019re less than a month into the year, and one clear trend is emerging for Google: the search giant is in for a lot of legal and legislative challenges in 2022.<\/p>\n

The latest: Karl Racine, Washington, D.C., attorney general, is suing Google today for the \u201cdeceptive and unfair practices\u201d the company uses to obtain consumer location data. <\/p>\n

The lawsuit is also expected to be filed in three other states (Texas, Washington, and Indiana), according to The Washington Post<\/a>.<\/p>\n

Like the surveillance advertising legislation<\/a> from last week, this seems to be another move meant to rein in Google.<\/p>\n

Why we care.<\/strong> Location data is incredibly important for Google \u2013 and it helps provide valuable context in two ways that impact marketers: organic local search results and Google Ads targeting. If someone is searching for a business, and that business is located within the proximity of that searcher, appearing in the local search results is essential for turning searches into real world action (e.g., store visits, sales). On the PPC side, Google Ads has location targeting, which is designed to help you show the right ads to the right customer at the right time in the right place.<\/p>\n

Why Google is being sued.<\/strong> Google is profiting off the data of its users. I know, I know\u2026 Breaking news of the dog bites man variety in 2022. But let\u2019s dig into what\u2019s at the core of this new lawsuit:<\/p>\n

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Location data is among the most sensitive information Google collects from consumers. Even a limited amount of such data, gathered over time, can expose a person\u2019s identity and routines. Location can also be used to infer personal details such as political or religious affiliation, sexual orientation, income, health status, or participation in support groups, as well as major life events, such as marriage, divorce, and the birth of children.<\/p>\n

Location data is even more powerful in the hands of Google, a company that has an unprecedented ability to monitor consumers\u2019 daily lives due to the near ubiquity of Google products in consumers\u2019 pockets, homes, and workplaces\u2014essentially everywhere consumers go. Google\u2019s technologies allow it to analyze massive amounts of location data from billions of people, and to derive insights that consumers may not even realize they revealed. Google uses this window into consumers\u2019 lives to sell advertising that is \u2018targeted\u2019 to consumers according to personal details Google has learned about them, including their demographics, habits, and interests.<\/p>\n<\/blockquote>\n

Dark patterns. <\/strong>The lawsuit accuses Google of using \u201cdark patterns\u201d (specifically: \u201crepeated nudging, misleading pressure tactics, and evasive and deceptive descriptions of location features and settings\u201d) to hand over more location data. Dark patterns are essentially \u201ctricks\u201d that a website or app can include as part of its design that make a user do something they normally wouldn\u2019t choose to do.<\/p>\n

You can read the full lawsuit (PDF) here<\/a>.<\/p>\n

Google & Managing Location History.<\/strong> Google has an entire page dedicated to this topic, titled Manage your Location History<\/a>. In short, this page tells you how to turn your location history on or off and delete your location history. Google encourages users to keep Location History on because it offers benefits such as \u201cpersonalized maps, recommendations based on places you\u2019ve visited, help finding your phone, real-time traffic updates about your commute, and more useful ads.\u201d<\/p>\n

Location history is opt-in. Last year, Google announced they would automatically delete location history<\/a> after 18 months.<\/p>\n\n

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New on Search Engine Land<\/h3>\n
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About The Author<\/h3>\n
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