Vivaldi says no to Google's FLoC as well

Martin Brinkmann
Apr 14, 2021
Internet, Vivaldi

More and more Chromium-based browser makers confirm that they won't include Google's FLoC technology in their browsers. DuckDuckGo added FLoC blocking capabilities to its extension recently.  Brave revealed earlier this week that it won't include FLoC in the browser. Vivaldi Technologies published a new blog post on the official company blog in which it confirmed that the Vivaldi browser won't support Google's FLoC either.

FLoC, which stands for Federated Learning of Cohorts, is one of Google's attempts to switch the advertising system from a user-based tracking system to a group-based tracking system. Google, which earns most of its revenue from advertising, paints FLoC in a privacy light because much of its revenue depends on it. A good article on why FLoC is bad is found on the EFF website.

Here is a short summary: FLoC puts Internet users into groups based on interests, instead of relying on cookies and other tracking options. While that sounds good at first, it has several serious disadvantages for the user. With FLoC enabled, any website that you visit may know about the interest group that a user is in; this includes the interests of the group that are generated from the browsing history which it needs to analyze.

vivaldi browser no floc

Problem is: this happens even on your first visit to the site, so that advertisers and sites know about your interests in gaming, puppies, a football club, or knitting. Even worse, since any FLoC is made up of thousands of users only, it provides fingerprinting techniques with additional information. While FLoC data is changing over time, it is opening an entirely new can of worms.

Any browser that uses Chromium as its source will support FLoC unless it is disabled or removed from it by the browser maker. Vivaldi, which is based on Chromium, is no exception to that, but Vivaldi has a clear message in this regard:

The FLoC experiment does not work in Vivaldi. It relies on some hidden settings that are not enabled in Vivaldi.

We will not support the FLoC API and plan to disable it, no matter how it is implemented. It does not protect privacy and it certainly is not beneficial to users, to unwittingly give away their privacy for the financial gain of Google.

In short: Vivaldi does not support FLoC right now, and it will disable FLoC if it is enabled in Chromium. Other tracking and profiling techniques, even those in disguise, will never find their way either into the browser according to Vivaldi CEO Jon von Tetzchner.

Closing Words

Vivaldi and Brave won't include FLoC in their browsers; it seems unlikely that FLoC will play a huge role outside of Google Chrome.

Vivaldi says no to Google's FLoC as well
Article Name
Vivaldi says no to Google's FLoC as well
The Vivaldi web browser won't support Google FLoC, a new advertising technology, because it is not in the interests of users.
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  1. ilev said on August 4, 2012 at 7:53 pm

    Doesn’t Windows 8 know that www. or http:// are passe ?

    1. Martin Brinkmann said on August 4, 2012 at 7:57 pm

      Well it is a bit difficulty to distinguish between domains and files for instance.

    2. Leonidas Burton said on September 4, 2023 at 4:51 am

      I know a service made by google that is similar to Google bookmarks.

  2. VioletMoon said on August 16, 2023 at 5:26 pm

    @Ashwin–Thankful you delighted my comment; who knows how many “gamers” would have disagreed!

  3. Karl said on August 17, 2023 at 10:36 pm


    The comments section under this very article (3 comments) is identical to the comments section found under the following article:

    Not sure what the issue is, but have seen this issue under some other articles recently but did not report it back then.

  4. Anonymous said on August 25, 2023 at 11:44 am

    Omg a badge!!!
    Some tangible reward lmao.

    It sucks that redditors are going to love the fuck out of it too.

  5. Scroogled said on August 25, 2023 at 10:57 pm

    With the cloud, there is no such thing as unlimited storage or privacy. Stop relying on these tech scums. Purchase your own hardware and develop your own solutions.

    1. lollmaoeven said on August 27, 2023 at 6:24 am

      This is a certified reddit cringe moment. Hilarious how the article’s author tries to dress it up like it’s anything more than a png for doing the reddit corporation’s moderation work for free (or for bribes from companies and political groups)

  6. El Duderino said on August 25, 2023 at 11:14 pm

    Almost al unlmited services have a real limit.

    And this comment is written on the dropbox article from August 25, 2023.

  7. John G. said on August 26, 2023 at 1:29 am

    First comment > @ilev said on August 4, 2012 at 7:53 pm

    For the God’s sake, fix the comments soon please! :[

  8. Kalmly said on August 26, 2023 at 4:42 pm

    Yes. Please. Fix the comments.

  9. Kim Schmidt said on September 3, 2023 at 3:42 pm

    With Google Chrome, it’s only been 1,500 for some time now.

    Anyone who wants to force me in such a way into buying something that I can get elsewhere for free will certainly never see a single dime from my side. I don’t even know how stupid their marketing department is to impose these limits on users instead of offering a valuable product to the paying faction. But they don’t. Even if you pay, you get something that is also available for free elsewhere.

    The algorithm has also become less and less savvy in terms of e.g. English/German translations. It used to be that the bot could sort of sense what you were trying to say and put it into different colloquialisms, which was even fun because it was like, “I know what you’re trying to say here, how about…” Now it’s in parts too stupid to translate the simplest sentences correctly, and the suggestions it makes are at times as moronic as those made by Google Translations.

    If this is a deep-learning AI that learns from users’ translations and the phrases they choose most often – which, by the way, is a valuable, moneys worthwhile contribution of every free user to this project: They invest their time and texts, thereby providing the necessary data for the AI to do the thing as nicely as they brag about it in the first place – alas, the more unprofessional users discovered the translator, the worse the language of this deep-learning bot has become, the greater the aggregate of linguistically illiterate users has become, and the worse the language of this deep-learning bot has become, as it now learns the drivel of every Tom, Dick and Harry out there, which is why I now get their Mickey Mouse language as suggestions: the inane language of people who can barely spell the alphabet, it seems.

    And as a thank you for our time and effort in helping them and their AI learn, they’ve lowered the limit from what was once 5,000 to now 1,500…? A big “fuck off” from here for that! Not a brass farthing from me for this attitude and behaviour, not in a hundred years.

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