The Google Chrome incognito lowdown
First things first, let’s take a sec to catch up on the Chrome incognito quandary and what exactly has transpired.
Last week, a legal filing let us in on the fact that Google had settled a lawsuit claiming the company had been misleading users about the nature of Chrome’s incognito mode and causing them to believe their incognito browsing was entirely “private” and invisible to everyone.
As part of that settlement, Google agreed to delete “billions” of data records related to incognito browsing and to bring a beefier disclosure into Chrome’s incognito splash screen that explains how incognito browsing actually works. It also agreed to block third-party cookies by default for Chrome users when incognito mode is activated — a change it’ll maintain for the next five years, at a minimum. And it agreed to stop using internal systems that were able to detect when a user was browsing incognito and make note of that selection.
That’s the gist. Now, from that, people — even prominent news websites! — are concluding that Google was collecting all sorts of details around incognito web activity, associating it with users’ broader Google advertising profiles, and then somehow even selling it or otherwise sharing it directly with other companies.
Sensational of a story as that may make, none of it appears to be accurate. And, based on all the available info out there, most of the panic around this saga seems to be a case of premature conclusion-jumping along with a healthy pinch of misunderstanding around how the web actually works.
Incognito, unraveled
In reality, y’see, a browser’s incognito mode is all about making sure your activity isn’t logged into the browser itself or any associated profiles. That means when you go incognito, any sites you visit aren’t stored in your local browser history or the history associated with your Google account. And that, in fact, is how incognito mode on Chrome (as well as most other browsers) has always been positioned.
