Here's Marketplace's Stephen Beard.
Now, Viviane Reding the EU’s Justice Commissioner, has gone further. She told the BBC she believes this is illegal under European law.
Viviane Reding: We have European rules which says very clearly that the data of the individual belongs to the individual. And it is the individual who decides what happens to this data, and not a company.
Google claims that its new policy is not illegal and will provide more relevant search results. The company adds that anyone can avoid targeted advertising by not logging into Google services. But Google must be worried.
The last big U.S. computer company to fall foul of European law was Microsoft and it was slapped with one of the largest ever EU fines of more than a billion dollars.
In London, I’m Stephen Beard for Marketplace.