Amidst ongoing legal battles concerning data privacy, a recent survey indicates that a significant portion of Indian consumers believe they are receiving targeted advertisements based on their private voice conversations. The survey suggests that approximately two in three Indian citizens have experienced instances where advertisements on web or app platforms seemed directly related to recent discussions they had over the phone.
This revelation surfaces as Google has agreed to pay $68 million to settle a class-action lawsuit in the United States. The lawsuit, dating back to 2021, accused Google of using its voice-activated Google Assistant to record user conversations without explicit consent, even when activation commands like "OK, Google" or "Hey, Google" were not used. Plaintiffs in the case claimed that Google violated their privacy and utilized these recordings to deliver targeted ads for financial gain. Google has denied any wrongdoing but settled to avoid prolonged litigation.
The U.S. lawsuit stemmed from a 2019 news story by Belgium's VRT NWS, which reported that Google Assistant was recording user conversations. The report cited a whistleblower, a former Google subcontractor who transcribed these recordings, revealing that they included sensitive exchanges ranging from bedroom conversations to professional meetings. Google later admitted that its Assistant-enabled devices sometimes recorded audio due to "false accepts," where recordings were triggered without the activation command.
The Indian survey, conducted by LocalCircles, involved 63,000 responses from citizens across 346 districts in India. It highlights growing concerns about the privacy of user data and the potential misuse of microphone access granted to various mobile applications. The survey indicated that a majority of Indian smartphone users have granted microphone access to audio/video calling apps, social media platforms, and audio recording apps. This access, coupled with the absence of a robust personal data protection regime in India, has left citizens vulnerable to data breaches and privacy violations.
Specifically, the LocalCircles survey found that over the past year, two-thirds of respondents reported receiving targeted advertisements after mentioning specific products or services in phone conversations. Within this group, 28% said it "happens all the time," while 22% indicated it "happens several times".
Sachin Taparia, Founder of LocalCircles, expressed concern regarding the issue of contextual advertisements appearing after private phone conversations. Taparia urged for investigations into such practices, emphasizing the need for apps requiring microphone access to provide clear declarations regarding the use of user information and to seek explicit consent. He also warned that unchecked access to user data could lead to financial fraud and compromised personal information.
These developments in India mirror similar concerns and legal actions internationally. Apple, for instance, reached a $95 million settlement in late 2024 in a similar case involving Siri snooping. These cases highlight the increasing scrutiny of tech companies' data privacy practices and the growing demand for greater transparency and control over personal information.
