Google rolled out a new privacy policy Thursday allowing the firm to track users across various services to develop targeted advertising, despite sharp criticism from U.S. and European consumer advocacy groups.

Google contends the move simplifies and unifies its policies across its various services such as Gmail, YouTube, Android mobile systems, social networks and Internet search.

“The new policy doesn’t change any existing privacy settings or how any personal information is shared outside of Google,” Google privacy Chief Alma Whitten said on the Google Blog Thursday.

But critics including European privacy agencies and U.S. consumer watchdogs argued the new policy, which offers no ability to opt out aside from refraining from signing into Google services, gives the Internet giant unprecedented ability to monitor its users. And some say it violates EU privacy protections.

“Calling this a ’privacy policy’ is Orwellian doublespeak,” said John Simpson of the U.S. advocacy group Consumer Watchdog. (AFP)