Google’s Incognito Mode: A Closer Look at Privacy Misconceptions


Google’s Incognito Mode in Chrome is undergoing a significant change following a lawsuit and subsequent settlement. The popular browser’s private browsing feature has been updated with a new disclaimer to clarify the extent of privacy it offers. This article delves into the latest developments and implications for users.

Key Highlights:

  • Google has revised the disclaimer for Chrome’s Incognito Mode, emphasizing that it may not offer as much privacy as users believe.
  • The update is a response to a lawsuit claiming Google misled users about the privacy capabilities of Incognito Mode.
  • Despite the update, Incognito Mode still doesn’t prevent external tracking from websites, employers, schools, or ISPs.
  • Google settled a lawsuit for an undisclosed amount, initially seeking $5 billion in damages.
  • The new disclaimer is currently visible in the Chrome Canary version and will likely be integrated into the stable release soon.


Google’s Chrome browser has long been a leader in the web browsing space, known for its speed, efficiency, and user-friendly features. One such feature, Incognito Mode, is widely used for private browsing. However, recent developments have brought to light that this mode may not be as private as many users think.

The Incognito Mode Misconception

Incognito Mode in Google Chrome allows users to browse without saving their activity on their device. However, it does not offer complete anonymity. The original disclaimer stated that while browsing privately, others using the same device wouldn’t see the user’s activity. However, it did not clearly communicate that external tracking by websites, including Google’s own services, was still possible.

The Lawsuit and Its Aftermath

A class-action lawsuit filed against Google in 2020 claimed that the company misled users about the privacy offered by Incognito Mode. The plaintiffs argued that Google could still track users through various means, such as IP addresses. This revelation led to significant public concern over privacy and data collection practices.

In response, Google has agreed to a settlement, the terms of which are undisclosed, but initially sought damages of $5 billion. This legal action prompted Google to revise the Incognito Mode disclaimer to more accurately represent the mode’s privacy capabilities.

Updated Disclaimer in Chrome Canary

The updated disclaimer, currently visible in the Chrome Canary version, more explicitly states the limitations of Incognito Mode. It clarifies that other users on the same device won’t see one’s activity, but this does not change how data is collected by websites and their services, including Google.

Privacy Concerns and User Recommendations

This development underscores the ongoing concerns regarding online privacy. Users are advised to be more vigilant about their online activities, even when using private browsing modes. Alternative browsers and privacy-enhancing tools like VPNs and ad blockers are recommended for those seeking greater anonymity online.

Google’s update to the Chrome Incognito Mode disclaimer is a significant step towards greater transparency in data privacy. It highlights the importance of understanding the true capabilities and limitations of privacy tools. As technology and data collection practices evolve, so does the need for clear communication and user awareness in the digital world.


About the author


Jamie Davidson

Jamie Davidson is the Marketing Communications Manager for Vast Conference, a meeting solution providing HD-audio, video conferencing with screen sharing, and a mobile app to easily and reliably get work done."