Google Chrome's ongoing struggle with user tracking is heading into yet another contentious phase. While the tech behemoth has pledged to introduce a groundbreaking update to curb tracking cookies—a feature that faced significant backlash last year—new allegations of data collection during private browsing sessions have reignited concerns.

Google is developing an update featuring a unified "global prompt" system, echoing Apple's privacy control approach. This feature will offer Chrome users a clear choice between permitting or blocking tracking, with the majority likely opting for enhanced privacy.

Despite this, the timeline for the update's rollout remains unclear. Many critics argue that the update could give Google a competitive edge due to its extensive account-based tracking capabilities. Regulatory bodies are closely examining the potential ramifications of this update.

On a concerning note, Google has discreetly expanded its digital fingerprinting capabilities, effective February 16th. This move directly contradicts the company's 2019 stance, which labeled fingerprinting as "wrong" and banned its usage.

This reversal's timing is particularly striking, coinciding with Google's well-publicized plans to enhance user privacy through a one-time global prompt system. The expanded fingerprinting goes well beyond traditional web browsing, extending to users' smart TVs, gaming consoles, and other connected devices, granting advertisers unprecedented access to detailed user behavior data.