DuckDuckGo Extension blocks Google FLoC in latest update

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DuckDuckGo Extension blocks Google FLoC in latest update

 

DuckDuckGo released a new version of its browser extension, called DuckDuckGo Privacy Essentials, for all supported web browsers this week. The new version blocks FLoC interactions on websites to protect the privacy of users.

 

If you have not heard about FLoC yet, it is Google's attempt to shift advertising from a cookie-based system to one that does not require cookies anymore. Basically, what it does is assign a user to a cohort -- FLoC stands for Federated Learning of Cohorts. A cohort is made up of thousands of users who share similar interests.

 

While that sounds like a nice thing to do on first glance, it is not. You can check out the EFF's Google's FLoC is a Terrible Idea to better understand why FLoC is not necessarily better for Internet users in terms of privacy and tracking.

A final FLoC standard has not been released yet and many things are still discussed and modified.

 

Here are the main points of criticism leveled against FLoC at the time of writing:

• Website operators and advertisers learn about a user's interests when the user visits the site, even if it is the first visit.
• FLoC makes fingerprinting easier.
• FLoC, when combined with user identifying technologies, such as account sign-ins, gives site owners and advertisers a clear picture of the user's interest.
• Cohorts should not related to "sensitive categories" such as race, gender or religion, and to avoid this, the algorithm needs to tweak groups to avoid implicating a user based on such a group. In order to to that, Google needs to analyze the data based on these sensitive categories.

 

Test whether FLoC is enabled in your browser

 

 

Google runs an origin trial in its Chrome web browser at the time of writing that affects 0.5% of users in select regions.

 

The EFF has created a webpage that checks if FLoC is enabled in the browser. FLoC is only supported by Google Chrome at the time of writing; it remains to be seen if it will be included by default in other Chromium-based browsers, or if third-party developers will disable it.

 

To test, if your browser uses FLoC, visit the Am I Floced website and activate the test button to find out about it.

The DuckDuckGo extension

If you are using Google Chrome, you may install the DuckDuckGo Privacy Essentials extension to block FLoC.

 

DuckDuckGo explains on its Spread Privacy website that the @FLoC blocking feature is included in version 2021.4.8 and newer of the DuckDuckGo extension".

 

The blocking is enabled automatically when the extension is installed.

 

DuckDuckGo for Chrome can be installed from the Chrome Web Store. The latest version is not yet available in the Store.

 

 

Source: DuckDuckGo Extension blocks Google FLoC in latest update

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How can I opt out?

For now, you can only opt out of the FLoC trial in Chrome by disabling third-party cookies. This may reset your preferences on some sites and break features like single sign-on. You can also use a different browser. Other browsers, including Chromium-based browsers like Microsoft Edge and Brave, do not currently have FLoC enabled.

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DuckDuckGo can now block the Google Chrome tracking method, FLoC

 

DuckDuckGo. Credit: Unsplash

 

In an attempt to better track users and predict their search habits, Google Chrome has developed FLoC (Federated Learning of Cohorts). FLoC provides visibility into user data to any website that desires this information.

 

In fact, FLoC places each user in an ID group to help websites recognize and target individuals. In response, the alternative search engine DuckDuckGo has come out with an extension for Chrome that can block FLoC tracking. Furthermore, users now have the option of using either the DuckDuckGo application or extension to entirely opt out of FLoC monitoring.

 

Google first implemented FLoC in order to offer all users advertisements based on their demographic and search trends, but without including third-party cookies. However, the company waited only a short time before deciding the tracking method would apply to all Google Chrome users regardless of whether the user chose to opt in or not. Understandably concerned about privacy, many users have expressed wanting to learn more about alternative search engine options.

 

Users can avoid the stealthy automatic inclusion in FLoC by either simply avoiding Google Chrome altogether, installing the DuckDuckGo Chrome extension or changing their settings in Google and/or Chrome.

 

Basically, FLoC is the search tracking response to the decision of many browser vendors to cease the use of third-party cookies due to concerns over user privacy. Luckily, at least at this time, no other browser vendor aside from Google Chrome has shown intent to use FLoC. Other search engine options might include Mozilla FireFox or Safari.

 

In terms of the new DuckDuckGo Chrome extension, this add-on automatically blocks FLoC activity on any website in order to enhance user privacy. Best of all, this extension can even auto-update, ensuring the user remains secure while browsing. Just to stay up to date, though, users should periodically check which version of the extension they currently have installed.

 

In the meantime, for users who choose to still use Chrome, they can help safeguard their privacy by disabling Ad Personalization in Google Ad Settings, disable Web & App Activity or Include Chrome history and activity from sites, apps and devices that use Google services; and remain logged out of your Google account in order to avoid syncing data history with Chrome if not using a sync passphrase.

 

That said, users who choose to install the DuckDuckGo extension just to be on the safe side will have the option of Global Privacy Control, Smarter Encryption, private search and tracker blocking.

 

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