Google to Use UK and EU User IP Addresses for Ad Personalization

Google will begin using IP addresses from users in the United Kingdom, European Economic Area (EEA), and Switzerland for ad measurement and personalization starting August 3, 2026. The change reverses earlier Google positions on IP-based device identification, raises regulatory scrutiny under GDPR/UK GDPR/FADP, and prompts privacy concerns—especially for non-signed-in users—around fingerprinting and consent; the report outlines potential user mitigations (opt-outs, VPNs, privacy browsers, data subject requests) and expects responses from the ICO and EU data protection authorities.