Privacy fears over Google 'personalisation'

Google is planning to gather ever increasing personal information on its users in a move which has alarmed privacy campaigners.

Its Chief Executive Eric Schmidt revealed Google wants to know enough about us to provide meaningful and personalised answers to search questions like 'What should I do today?' and 'What job should I take?'

Mr Schmidt said: "We are very early in the total information we have within Google. The algorithms will get better and we will get better at personalisation."

But Google's hopes for greater personalisation of its site goes beyond wanting to give users a better experience.

In possessing our personal details, Google will also make us targets for increasingly effective advertising which in turn will drive more revenue for the search engine.

And privacy campaigners are alarmed that our personal details could be used for other purposes.

For example, earlier this year, Google bowed to concerns from privacy activists in the US and Europe, by agreeing to limit the amount of time it keeps information about the internet searches made by its users to two years.

Iain Thomson, Managing Editor of vnunet.com said: "On one level it will make searching for the individual a lot easier because it knows what you're looking for.

"Advertisers will find it easier because they are not going to push junk adverts to you which are not relevant.

"The privacy angle is important but Google has always been clear this is an optional service and you can opt out at any time."

© Independent Television News Limited 2007. All rights reserved.

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