{"id":26833,"date":"2024-11-14T15:23:34","date_gmt":"2024-11-14T14:23:34","guid":{"rendered":"https:\/\/www.digitizer.rs\/news-stories\/no-archive-mode-can-cost-google-dearly\/"},"modified":"2026-07-20T12:31:42","modified_gmt":"2026-07-20T10:31:42","slug":"no-archive-mode-can-cost-google-dearly","status":"publish","type":"post","link":"https:\/\/digitizer.rs\/en\/news-stories\/no-archive-mode-can-cost-google-dearly\/","title":{"rendered":"No-archive mode can cost Google dearly"},"content":{"rendered":"
[vc_row full_width=”stretch_row” css=”.vc_custom_1616420754827{padding-top: 20px !important;padding-bottom: 30px !important;}”][vc_column][vc_column_text css=”.vc_custom_1617178827204{padding-top: 30px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]Google<\/em> could be fined at least five billion dollars if it is found that they illegally collected the data of millions of users who surfed the Internet through their Chrome<\/em> browser using the no-archive mode. <\/span><\/p>\n

 <\/p>\n

Cause of action<\/strong><\/span><\/h2>\n

The plaintiffs allege that the data was collected by Google Analytics<\/em><\/a><\/span> , Google Ad Manager<\/em> and smartphone apps, regardless of whether users clicked on the ads or not. The plaintiffs claimed that millions of users who have been using the no-archive mode since June 1, 2016 were affected and sought damages of at least US$5,000 per person. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1617178558684{padding-top: 30px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]Google<\/em> representative Jose Castaneda told Reuters<\/em> the company would vigorously defend itself against the allegations, adding that it would make clear that websites can collect information about browsing activities conducted in private mode as well.<\/span><\/p>\n

Google<\/em> tried to dismiss the lawsuit based on Chrome<\/em> ‘s explanation, a message that appears every time you start the no-archive mode and explains that “your activity may still be visible to the sites you visit.”<\/span><\/p>\n

However, that was not enough for the judge. The court concluded that Google<\/em> failed to notify users that Google<\/em> was participating in the alleged data collection even while the user was in private browsing mode. The judge hearing the case ordered the lawsuit to continue on the grounds that Google<\/em> is not informing users that their data can still be collected while browsing in no-archive mode. <\/span><\/p>\n

 <\/p>\n

Disputed mode without archiving<\/strong><\/span><\/h1>\n

To clarify, the users who filed the lawsuit are complaining about Google<\/em> collecting data while they are in no-archive mode. For example, when a user visits a website in no-archive mode, Google<\/em> Analytics can still collect their data. The users who filed the lawsuit say they were under the impression that the no-archive mode offered comprehensive data privacy. <\/span><\/p>\n

 <\/p>\n

Google<\/em> disputes the allegations in a statement issued by company spokesman Jose Castaneda:<\/span><\/p>\n

“We strongly dispute these claims and will vigorously defend against them. Chrome’s no-archive mode gives you the ability to browse the web without your activity being saved in your browser or on your device. As we make clear every time you open a new tab without archiving, websites may be able to collect information about your browsing activity during your session. <\/em>“<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1617178646929{padding-top: 50px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]Google<\/em> also adds that the plaintiffs have agreed to Chrome<\/em> ‘s privacy policy that discloses its data collection practices. We think the image above shows very clearly what this mode entails. <\/span><\/p>\n

 <\/p>\n

What exactly is no-archive mode for?<\/strong><\/span><\/h3>\n

Each of us has at least once used this feature that is offered. Without going into the reasons why we use this function, the question arises, do we really know what this mode really enables? And what are unfounded assumptions? <\/span><\/p>\n

No-archive mode prevents data from being saved locally. Hides the user’s browsing activity from other people who may be using the same device. For example, if you share your computer with family members, you can use no-archive mode to prevent them from seeing which sites you visit. <\/span><\/p>\n

This is exactly what the no-archive mode is for.<\/span><\/p>\n

 <\/p>\n

For more news and interesting stories from digital marketing,<\/span> visit our blog page<\/a><\/span> or<\/span> follow our Instagram profile.<\/a><\/span>[\/vc_column_text][\/vc_column][\/vc_row]\n[vc_row full_width=”stretch_row”][vc_column][vc_column_text]Made by Sava Spasi\u0107<\/span> \u2013 Senior Graphic Designer @Digitizer<\/em><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1587387018476{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}”][vc_column][vc_btn title=”Back to News & Stories” style=”gradient-custom” gradient_custom_color_1=”#000000″ gradient_custom_color_2=”#515151″ align=”center” link=”url:https%3A%2F%2Fwww.digitizer.rs%2Fnews-stories%2F|title:Back%20to%20NEWS%20%26amp%3B%20STORIES|”][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row full_width=”stretch_row” css=”.vc_custom_1616420754827{padding-top: 20px !important;padding-bottom: 30px !important;}”][vc_column][vc_column_text css=”.vc_custom_1617178827204{padding-top: 30px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]Google could be fined at least five billion dollars if it is found that they illegally collected the data of millions of users who surfed the Internet through their Chrome browser using the no-archive mode.   Cause of action The plaintiffs allege…<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4383,4373],"tags":[4391,4390,4410,4378,4388,4398,4403,4402,4407,4437,4380],"post_series":[],"class_list":["post-26833","post","type-post","status-publish","format-standard","hentry","category-digital-marketing-en","category-google-search-display-en","tag-ads-en","tag-adverts-en","tag-business-en","tag-content-en","tag-digital-en","tag-google-en","tag-internet-en","tag-marketing-en","tag-online-en","tag-remarketing-en","tag-search-en-2","entry","no-media"],"yoast_head":"\nNo-archive mode can cost you dearly Google - Digitizer<\/title>\n<meta name=\"description\" content=\"Google could be fined if it is found that they illegally collected data from users who used the no-archive mode through their Chrome browser. 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