Security News > 2021 > April > Vivaldi, Brave, DuckDuckGo reject Google's FLoC ad tracking tech
Last month, Google announced plans to roll out a new privacy-focused feature called Federated Learning of Cohorts for the Chrome browser and ad serving websites.
FLoC has been criticized by the Electronic Frontier Foundation and outright rejected by makers of Vivaldi and Brave browsers for its debatable claim of being a privacy-preserving technology.
This week, makers of Vivaldi web browser have declared that they will not include Google FLoC support in Vivaldi.
As opposed to servers tracking users across the world wide web and recording their browsing history, FLoC hands off this responsibility to the user's individual web browser.
Brave calls FLoC "a step in the wrong direction," and considers FLoC to be harmful to user privacy under the guise of being "Privacy-friendly."
DuckDuckGo has published the Privacy Essentials Chrome extension that users can install to block FLoC on their Chrome browsers.