‘Privacy by design’: Google to give people more power over their personal data

New privacy controls include allowing people to quickly delete the last 15 minutes of their search history and more reminders about location tracking

Google is attempting a rebrand with a suite of new privacy controls that give people more power over their personal data - but the move may conflict with its core business of online search advertising.

Being able to target people based on data collected by Google about their interests or demographics has been immensely valuable for advertisers, but a growing number of people are becoming more privacy-conscious and there is pushback from regulators and rivals such as Apple.