Mozilla, the organization behind the popular Firefox browser, is facing controversy after quietly enabling a feature called Privacy Preserving Attribution (PPA), a technology that, according to the non-governmental organization noyb, allows tracking of user behavior on websites without their explicit consent. This accusation, filed with the data protection authority of Austria, has raised concerns among those who consider Firefox one of the most privacy-respecting options in a world dominated by Chromium-based browsers from Google.
Contrary to its name, this “privacy-preserving” technology makes it easier to track user interactions with online ads, although Mozilla claims to do it in a less invasive way than traditional tracking through cookies. However, organizations like noyb argue that, even if this methodology is “less invasive,” it still violates users’ rights, especially in the context of the European Union’s General Data Protection Regulation (GDPR).
What is Privacy Preserving Attribution?
The PPA, enabled by default in Firefox after a recent update, allows the browser to manage tracking of advertising interactions instead of individual websites doing it. The idea behind this technology is that websites ask Firefox to store information about user interactions with ads, supposedly avoiding direct collection of personal data by the sites.
Although Mozilla maintains that this technology protects privacy by preventing sites from accumulating sensitive user information, critics like Felix Mikolasch, a data protection lawyer from noyb, view the measure with skepticism. “Mozilla has bought into the advertising industry narrative, turning Firefox into a tool for measuring ads,” explained Mikolasch. “It is highly unlikely that PPA will replace cookies and other tracking methods. In reality, it just adds a new layer of tracking.”
Without consent and with default tracking
One of the most controversial aspects of implementing PPA is that Firefox activated it by default without informing users or seeking their consent. According to noyb, Mozilla has not provided details about this functionality in its data protection policies and the only way to disable PPA is through a hidden option in the browser settings menus.
Mikolasch expressed concern about the lack of transparency: “It is regrettable that an organization like Mozilla believes that users are incapable of making informed decisions. This functionality should have been disabled by default, and users should be able to choose whether or not they want to be tracked.”
Alternatives to protect privacy
For those looking for browsers that better respect privacy, there are alternatives based on Firefox such as LibreWolf and Mullvad, which remove tracking features. Similarly, Chrome-based options like Brave and Ungoogled Chromium also offer greater protection against online tracking.
At a time when millions of European users could be affected by this measure, noyb has requested authorities to investigate Mozilla’s behavior. If the accusations are confirmed, noyb demands that the company delete all processed data without authorization and implement a system based on informed consent, rather than default tracking.
Firefox’s reputation as a privacy stronghold is at stake, and the next steps Mozilla takes will be crucial in determining whether it will continue to be considered a reliable alternative to the tech giants that have been criticized for their data tracking practices.
via: NOYB