Google has been slapped with a class-action lawsuit seeking $5 billion.
The case accuses the internet giant of illegally invading the privacy of millions of people by tracking and collecting their internet activity (browsing history and other web activity data), even when they are browsing in the seemingly 'private' Incognito mode.
How exactly Google tracks online activity in Incognito
As claimed in the lawsuit, Google uses its website tools, plugins, and services, including Google Analytics, Google Ad Manager, and the sign-in button for websites, to collect browsing data and other identifying information from people.
It notes the company "cannot continue to engage in the covert and unauthorized data collection from virtually every American with a computer or phone".
It learns about most 'intimate' things people search
The plaintiffs added that Google's covert practices allow it to learn a lot about people browsing in the private mode, starting from their favorite food and hobbies to their friends, shopping habits, and "most intimate and potentially embarrassing things" they search online.
As the issue surfaced, Google spokesman Jose Castaneda explicitly denied the allegations, saying that the company is upfront about its data collection practices for Incognito mode, and what it does is not 'illegal'.
"We clearly state each time you open a new incognito tab, websites might be able to collect information about your browsing activity," Castaneda told BBC.
Information collected for marketing, improvement purposes
The Google representative went on to add that the browsing activity the company collects through Incognito sessions is directly aimed at helping website owners "better evaluate the performance of their content, products, marketing, and more."
He emphasized the company will defend itself against the lawsuit which seeks $5,000 in damages for each of 'millions' of people who used Chrome's Incognito since June 1, 2016.