Your data in Search.
The Verge reports that Google is making it easier to see and delete the data the company holds on you, related to your activity using their service.
Google, whose parent company is Alphabet Inc., said it is making changes to some of its core products to make its data collection practices easier for users to understand.
France and Spain have previously fined Google as a result of privacy practices, but the firm avoided a penalty from the UK's Information Commissioner's Office (ICO) in 2015 over the clarity of its privacy policies. In the past, those looking to review or manage their data would've been navigated away to their Google Account to make the same changes.
The initiative comes as part of Google's push to be more transparent on the data it collects.
If you open Google search, you'll find that a new option has been added: "Control your data in Google Search". This is also an effort by Google to make these privacy tools much easier to access and use. The internet search giant will now enable you to review or delete your search activity within Google Search, and quickly get back to finding what you were searching for. Of course, companies like Facebook and Google use your information heavily in order to target their ads monetize their content better, so it's always in their interest to do so. Next year, Google plans to make them available inside Maps and "many" of its other products.
Of course, Google will still keep collecting search history even after you clear it.
With the new European Union laws in place regarding personal data use, more and more major tech firms are giving users outside Europe the ability to see what personal data is being collected about them and what that data is used for.