Google appears unmoved by the threat of a potential fine of up to £500,000 from the Information Commissioner's Office (ICO) after it was told that it needs to update its privacy policies.
Google pushed ahead with a number of major policy changes last year, causing uproar at the time, and the Information Commissioner’s Office (ICO) vowed to investigate.
Now, in an update on its work, the data watchdog said it believes Google’s policies are not in line with UK law and should be updated.
However, in response, Google issued a vague statement claiming it does adhere to UK laws, but it made no direct comment about the ICO's letter or its contents, or an intention to make any changes.
The ICO said that its main issues with Google's changes related to the clarity of the policies in place.
“In particular, we believe that the updated policy does not provide sufficient information to enable UK users of Google’s services to understand how their data will be used across all of the company’s products,” they said.
As a result, Google must update the policies or face a potential fine from the watchdog.
While the ICO's stance is likely to be welcome by privacy campaigners and shows the regulator baring its teeth, the threat of a £500,000 fine is unlikely to have executives at the firm worried, although the reputational damage from such an outcome could be more of an issue.
Chris Watson, head of Communication, Media and Technology at law firm CMS underlined this point by saying the breadth of Google's offerings and reach into all markets made it hard for regulators to keep the company in check.
“Google's business model and multi-faceted strategy means that its power is spread across several pillars," he said. "This will make it difficult for the ICO, and indeed the European Commission, to find an appropriate remedy that will act as a deterrent. Fining alone is not enough, there will have to be a mixture of fines and prohibitions."
The move is the second time in recent weeks that the ICO has taken action against Google. It has already told the organisation it must delete Street View WiFi data by July 25.
This article was originally published on V3.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!