Google will limit data retention to 18 months

Google is reducing the length of time it stores personal data that can identify its users as it tries to please the European Union watchdog that has questioned its privacy policies.

Google said last night that it will scale back the period it keeps data it harvested from users of its search engine to 18 months, from a previously proposed two years. After that period, information held in Google's vast data-storing server farms will be anonymous — meaning it should not be possible to link it to an individual.

The change in policy comes on the back of increasing pressure from privacy campaigners who are concerned about the amount of personal data Google is gathering.

Every time people search the internet using Google, the company collects personal information about users' interests and beliefs. But the company insists this potentially-sensitive data is not shared outside of Google.