Noyb Complains Against Mozilla Firefox Feature

Noyb, a digital privacy group, has filed a complaint against Mozilla, alleging that its Firefox browser's new 'Privacy-Preserving Attribution' (PPA) feature tracks user behavior without proper consent. The PPA, enabled by default in Firefox updates, allows websites to request data on ad interactions, which Mozilla claims is a less invasive alternative to traditional tracking methods. However, Noyb argues that this feature violates the EU's General Data Protection Regulation (GDPR) as it lacks transparency and user notification, thus undermining user rights. Critics, including Noyb lawyer Felix Mikolasch, assert that Mozilla's move mirrors industry practices that prioritize ad tracking over privacy. The complaint requests an investigation by the Austrian Data Protection Authority and calls for the deletion of unlawfully processed data affecting millions of users. Mozilla defends the feature, insisting that it helps websites measure ad performance without collecting personal data, but concerns remain about user awareness and consent.