According to Gizmodo, Google, the world’s foremost collector of private information, has unveiled a set of tools that will give users more control over their data and make it more difficult for others to track their online activities. Google users will be allowed to navigate in "incognito mode," delete web and app activity history automatically after three months or 18 months, and find and delete information they have shared with the company. Critics called these improvements “marginal” and “privacy theater.” Marc Rotenberg, president of the Electronic Privacy Information Center, also found the privacy measures lacking. "Unless the Federal Trade Commission is prepared to bring enforcement actions against companies, these promises to protect privacy matter very little," he said.