Google Chrome is preparing to roll out a major privacy update with the introduction of a new “Incognito tracking protections” page, designed to give users more control and transparency over their data while browsing privately.

A recent update mentioned by a user named “Leopeva64” in Chrome Canary highlights some exciting new privacy features. These features are now organized into one simple section in Chrome’s settings, making it easier for users to find and manage their privacy options.

The new “Incognito tracking protections” page is found under the “Privacy and security” section in Chrome’s settings. It provides an overview of how Incognito mode works, emphasizing that Chrome won’t save browsing history, cookies, site data, or information entered in forms.

The "Hide your IP address" and "Limit digital fingerprinting" options have already been moved to the new "Incognito tracking protections" page (they are now called "Protect your IP address" and "Block tracking scripts" and have more detailed descriptions):https://t.co/LDGPGpbyft pic.twitter.com/JnP6a1rNf2
— Leopeva64 (@Leopeva64) April 22, 2025

More importantly, it introduces tracking protection features that limit the information available to embedded sites such as ads, images, and scripts that could otherwise be used to track users.

Key Privacy Features Explained

Protect Your IP Address:
This feature, previously called “Hide your IP address,” aims to limit access to your IP address by routing eligible third-party traffic through Google’s privacy servers. When enabled, Chrome will attempt to shield your IP address from embedded sites that may try to track you. Notably, this protection only applies to third-party content, not the primary site you are visiting. The feature is currently only available when Incognito mode is launched from a signed-in Chrome window. Google’s privacy servers can see your IP address but not your browsing destination, adding an extra layer of privacy compartmentalization.
Block Tracking Scripts:
Formerly known as “Limit digital fingerprinting,” this setting is now labeled “Block tracking scripts.” When active, Chrome will try to reduce the amount of device and browser data such as installed fonts or time zone available to embedded sites. This makes it harder for trackers to create a unique digital fingerprint of the user, addressing a growing concern about sophisticated tracking methods that go beyond cookies.
Block Third-Party Cookies:
The page also includes a toggle for blocking third-party cookies in Incognito mode, though this option is currently grayed out in Chrome Canary. Blocking third-party cookies is a foundational privacy feature that prevents sites from tracking users across the web using cookie data.

Each feature on the new page includes clear descriptions and “Things to consider” sections. For example, users are informed that protections apply only to embedded sites, not the site they visit directly.

There are also notes about feature availability, such as the requirement to be signed in to Chrome for IP protection, and clarifications about how Google’s privacy servers handle user information.

These changes reflect Google’s ongoing efforts to enhance privacy and transparency in response to user demand and regulatory scrutiny. By consolidating advanced privacy controls into a single, accessible location, Chrome aims to help users understand and manage how their information is protected during private browsing sessions.

The features are currently being tested in Chrome Canary and, after further refinement, are expected to roll out more broadly.

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