Google rolls out new privacy controls for Search and Google Play

Google is updating its user account architecture to decouple Search and Google Play history from the broader "Web & App Activity" setting, allowing for more granular control over data collection and personalization. Starting in late 2024, users will see distinct settings for Search Services History and Personalized Recommendations, providing a clearer distinction between how Google saves interaction data and how it uses that data to tailor future experiences.

Why is Google changing its privacy settings?

Google is shifting toward a modular control system to address user feedback regarding the transparency of data management. Previously, the "Web & App Activity" toggle served as a catch-all, governing history across various Google services simultaneously. By separating these into specific controls for Search (including Maps, Shopping, Flights, and News) and Google Play, the company aims to give users more precise influence over their digital footprint. According to the official Google support documentation, these changes are designed to reflect evolving interaction methods, such as visual searches via Google Lens or voice-based queries.

How do the new Search Services controls work?

The new system splits data management into two primary functions: what is saved and what is used for personalization.

• Search Services History: This setting determines whether Google records your interactions, such as search queries, Maps activity, and usage of tools like Google Translate. This history now explicitly includes "media," such as images or audio files from interactions.
• Personalized Recommendations: This is a separate toggle that controls whether Google uses the saved history data to tailor content, such as suggested search results or personalized news feeds.

Crucially, disabling personalization does not automatically stop Google from saving your history, and vice versa. Users can manage these independently through their Google Account settings.

What happens to existing data?

Google has confirmed that existing user preferences will transition into the new system. If a user previously enabled "Web & App Activity," the new Search Services History and Personalized Recommendations settings will be automatically enabled to maintain continuity.

According to Google’s transition notice, any existing auto-delete settings—such as a preference to purge history every three or 18 months—will carry over to the new, separate buckets. Users who have never used Google Play will still see these settings appear in their accounts, as the company is standardizing the interface across its entire user base.

Privacy implications for AI training

A significant aspect of this update involves how saved media is used. Google explicitly states that saved media—which can include files, images, and audio from interactions—is used to "develop and improve Google services and technologies, including AI models and safety measures."

While this is a standard practice for large-scale consumer technology companies, the new controls allow users to toggle off the "Save Media" subsetting or delete individual interactions from their history. This provides a mechanism for users to opt out of having their specific interaction data contribute to model training, a feature that was previously obscured within the broader Web & App Activity settings.

Summary of Changes

Users are encouraged to review these settings in their Google Account dashboard as the rollout continues over the coming days to ensure their privacy configurations align with their personal preferences.