Ireland’s Data Protection Commissioner has commenced the first proceeding against the US giant Google since the General Data Protection Regulation entered into force. The case involves processing of users’ personal data for delivery of profiled ads.

The case was launched following numerous complaints, primarily from the makers of the Brave web browser, whose main selling point is built-in ad-blocking tools. The allegations against Google Ireland Ltd boil down to the issue of forwarding users’ personal data (particularly involving their online activity), without their knowledge, to an indefinite number of entities for the purpose of delivering profiled advertising materials.

Continue reading “Profiled ads on Google: Irish regulator calls the question”