Google Will Start Tracking UK and EU Users by IP Address in 2026

What's Changing

Google announced it will begin using IP addresses from users in the UK, European Economic Area, and Switzerland for ad personalization and measurement starting August 3, 2026. This marks a significant shift in how Google handles data from these regions. For years, the company avoided this practice, even calling it "wrong" in previous policy statements.

The Details

Your IP address is like your home's street address for the internet. It reveals your approximate location (sometimes down to your neighborhood), your internet service provider, and patterns about when and where you connect online. Until now, Google hasn't used this information for ad targeting in these specific regions.

This change means Google will combine your IP address with other data they collect to build a more detailed profile of you. They'll use this to decide which ads to show you and to measure whether those ads are working. The company says this aligns their practices across different regions and improves ad effectiveness.

The timing raises questions. The UK's Information Commissioner's Office is currently reviewing consent requirements for online tracking. Some privacy advocates see this move as Google positioning itself ahead of potential regulatory changes. Others view it as a practical business decision to standardize their global advertising approach.

Who Is Affected

If you or your family members live in the United Kingdom, any country in the European Economic Area, or Switzerland, this affects you. Every Google service you use (Search, YouTube, Gmail, Maps, and more) will now track your IP address for advertising purposes.

Families should pay particular attention if children use Google services. Young people often don't realize how much information their online activity reveals. IP tracking adds another layer to the data Google collects about where your kids browse, watch, and search.

What You Should Do Right Now

1. Review your Google account settings at myaccount.google.com/data-and-privacy and turn off "Ad Personalization" if you want to limit how Google uses your data for targeting.

The Bigger Picture

This policy change reflects a broader trend: tech companies are finding new ways to track users as older methods face restrictions. Privacy regulations continue to evolve, but they often lag behind industry practices. Staying informed about these changes helps you make better decisions about which services your family uses and how you configure them. Privacy isn't about perfection. It's about understanding the tradeoffs and making conscious choices.

How GetCyberRight Can Help

Our Awareness Hub tracks privacy developments and regulatory changes that affect everyday users globally. Instead of sorting through technical announcements and legal jargon, you get clear explanations of what's changing and why it matters to your family. Visit the Awareness Hub to stay current on privacy protections, data tracking practices, and the tools that help you take control of your digital life.