ICO opens industry consultation on storage & access technologies

Why has the ICO launched a consultation? 

The ICO’s consultation, which opens today (Friday 20 December 2025), is inviting industry feedback on draft guidance it has issued on how data protection law, including PECR, applies to storage and access technologies such as fingerprinting. 

This follows a response from the ICO to Google’s announcement that it will allow organisations that use its advertising products to employ privacy-enhancing technologies (PETs) from 16 February 2025. The ICO states that “businesses do not have free rein to use fingerprinting as they please. Like all advertising technology, it must be lawfully and transparently deployed” and asserts that it will take action if it is not. 
 

What has Google said? 

In a blog post announcing the change in its policy, Google cites two reasons for its change in policy regarding PETs. Firstly, advances in PETs are “unlocking new ways for brands to manage and activate their data safely and securely”, while also providing “people the privacy protections they expect.” 

Secondly, Google points to the rise of new ad-supported devices and platforms meaning that “the ecosystem should invest in and develop solutions that are effective and measurable in an incredibly fragmented environment”. 
 

What should you do?

The ICO is now asking for the industry’s views on its draft guidance on such technologies. You can read this guidance in full here and submit your responses to the ICO via the consultation by 14 March 2025.  

We will be in touch with IAB UK members with further details in the new year.