By Kaitie Frank
17 Jan 2024

Google Updates Language on Chrome Incognito Tab Amidst Lawsuit


Google has been locked in a lawsuit over tracking users’ activity in Chrome Incognito mode since 2020. After recently deciding to settle, the search engine changed the Incognito tab's language to clarify how a user’s information is gathered and stored. 

Previously, the page stated:

“Now you can browse privately, and other people who use this device won’t see your activity. However, downloads, bookmarks and reading list items will be saved.”

Now, it reads:

“Others who use this device won’t see your activity, so you can browse more privately. This won’t change how data is collected by websites you visit and the services they use, including Google. Downloads, bookmarks and reading list items will be saved.”

The rest of the messaging has stayed the same, including the bullets that explain what information Chrome won’t save and to whom your activity may still be visible. 

This change was first reported by MSPowerUser, who stated that this language change is visible in Chrome Canary, an experimental version of Chrome made for developers

Here is a side-by-side provided by MSPowerUser:

These changes are in response to a 20202 lawsuit in which activists claim Google misled Incognito users to believe they were exploring the web anonymously. In reality, Chrome Incognito does not prevent Google or other websites from gathering browsing information. Google tried to defend the original language on the Incognito tab but did not succeed. 

Kaitie Frank

Kaitie is a copywriter and content writer for Page One Power who specializes in SEO-optimized content. She has written for various niches and prides herself in knowing random tidbits of information. In addition to putting words to paper, she indulges in physical fitness and telling her cat why he is, in fact, a good boy.