Google is rebranding its privacy controls that will give people more power over their personal data.

While data collection about people’s interests or demographics is good for advertisers on google, a growing number of people and regulators are becoming conscious about privacy.

Now google will move to a “privacy by design” approach.

The privacy measures will allow people to quickly delete the last 15 minutes of their search history, a new photos folder that is locked with password protection and reminders on location tracking in Google Maps.

This is a big move for googles users, even at the expense of googles ad business.