Secretly tracking location data is a serious violation. Google collected and kept that data through Web & App Activity, Location History and Location Accuracy without lawful, fair or transparent handling, leaving users in the dark about ad targeting. A €403 million fine and a six-month order to fix it is the bare minimum.
These fines have nothing to do with privacy and everything to do with plugging budget holes on the backs of American tech firms. In 2024 alone the EU reportedly hit U.S. tech companies with €3.8 billion in penalties, more than the €3.2 billion public internet tech companies paid in income tax. Calling that regulation is generous when it looks a lot more like a revenue stream.
€403 million is pocket change to Google and this fine comes six years too late. Between 2018 and 2020 locations were harvested unlawfully, unfairly, opaquely. Google gets six months to comply, but those wronged receive no compensation. The GDPR failed to stop the theft, it just priced it years later, at a sum Google will earn back in roughly two days.
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