Google has both simplified and amplified its privacy controls as it seeks to combat consumer fears over what Silicon Valley is doing with people’s data.
Under the revamped My Account hub users will be able to access all of their privacy settings in one place, undoing previous confusion caused by scattering settings across various locations.
Users will also be able to check up on their security and privacy settings through specialised wizards, letting them review what information Google saves, and input personal information to improve the relevance of the search engine’s targeted adverts.
Guemmy Kim, senior product manager at Google, said: "Privacy and security are two sides of the same coin: if your information isn’t secure, it certainly can’t be private.
"My Account gives you quick access to the settings and tools that help you safeguard your data, protect your privacy, and decide what information is used to make Google services work better for you."
Despite the glowing comments from the search engine others have been sceptical about what the change means for the future of privacy.
Richard Tynan, technologist at campaigning group Privacy International, told the BBC that the body would "cautiously welcome" the step that Google had taken, adding that the search engine was "being more forthcoming" about its personal data use.
"However, the statement and tools seem limited only to information associated with an individual’s account," he said.
"It remains to be seen whether Google will be transparent with all the people it collects information on, whether signed in as a user or not, about exactly what information Google collects about them, what can be done with it and how we can discover the totality of information held about our daily lives and interests."
Google has been the subject of controversy in the past after fears were raised about what sensitive information about a person could be discovered by checking their search requests, which can include queries about money, health or mental issues.
The search engine collects such data ostensibly to improve the usefulness of its search results, but also to deliver targeted adverts to users, which is at the centre of its business model.
