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A cynical part of me thinks that this is another attempt by Google to say - Look now users decide if they want to be tracked using GA.

This will likely be their get-out, when it comes to UK data privacy post-actual-Brexit on Jan 1st.

(Also probably relates to Google and Facebook moving all UK users to USA Ts & Cs.)

1. This is not new

2. Users do not decide to be tracked. They can only opt out by installing more stuff made by an advertising company.