FLoC is supposed to run automatically on Chrome once it launches, but that won’t happen if DuckDuckGo is your choice for online searches. The simplest way to prevent FLoC tracking in Chrome is to set DuckDuckGo as the browser’s default search engine. But, unless you know that blocking cookies can also prevent FLoC tracking, you won’t find a FLoC-specific setting in Chrome. There is one way to stop FLoC tracking on Chrome right now, and that’s to block third-party cookies. The test enrolls users automatically, without letting them choose whether or not to participate and without offering clear instructions on how to opt-out once they’re in.ĭuckDuckGo, the company behind a popular Google Search alternative that doesn’t track users, is taking matters into its own hands, looking to block Chrome’s FLoC tracking with two separate tools. More recently, the non-profit launched a tool that tells users whether they’ve been included in Google’s early FLoC pilot. The Electronic Frontier Foundation (EFF) explained in a series of blog posts why FLoC is a terrible idea, saying that the technology might lead to abuse, allowing third parties to fingerprint users. Some have criticized Google’s new tool and the way the company is talking about it.

Google says FLoC will protect user privacy while user data is collected for personalized ads.

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