Brave, the company behind the popular Brave Browser and the Basic Attention Token (BAT), is filing a complaint against Google in Britain and Ireland, Reuters recently reported. The complaint pertains to privacy and how Google handles user data, and Brave hopes for it to fall under the jurisdiction of the recently implemented General Data Protection Regulation (GDPR).
The complaint states that Google is not only actively participating in massive data collection, but also selling that information to the highest bidder. It continues to explain that the amount of personal meta data collected goes well beyond what would be acceptable for advertising purposes and include things such as sexual orientation, race and political views.
The GDPR exists to protect citizens from big businesses collecting their data excessively or using it inappropriately. This will be in many ways the first flex of the new regulation's muscles.
If the complaint is upheld, it could see steep fines that may be as much as 4% of the company's profits, which is obviously not small for Google. It would also be a blow to the current status quo for how advertising data is collected and distributed.
Ultimately, this could be a historic moment for online privacy and the ad industry. Stay tuned to Chepicap for further updates!