The myth about incognito mode in your browser... it's not as safe as you think.
Browsers like Google Chrome have a privacy feature called "incognito mode." But a lot of users think it can keep them completely anonymous when it can't.y can't. In fact, Google has been collecting data during incognito browsing sessions... and has generated $5 billion in revenue this year alone.
A study conducted by the University of Chicago revealed that 70% of users believe that incognito mode offers better protection than it actually does. They think it hides their IP address, that their internet service provider can't see them, and that websites can't track them. This is all untrue.
The only thing incognito mode actually prevents is the browser from saving browsing history, but only locally on our devices. Our IP address remains visible, and hackers can still monitor us on public Wi-Fi networks. So, let's explain this in more detail.
What exactly is incognito browsing mode?
Incognito mode is a tool that runs locally on your computer. When you open an incognito tab, your browser implicitly tells you: "I won't save your browsing history, cookies, or form data." And that's exactly what it does, nothing more, nothing less.
However, Google, Chrome, and Firefox sometimes portray it as offering absolute protection. Chrome's incognito browsing icon looks like a detective, while Firefox refers to it as "private browsing," implying that you are invisible. But the reality is quite different.
Therefore, it is an effective tool for concealing searches for more private purposes or, for example, any unexpected purchases you might make on a shared computer or mobile phone. It leaves no trace that can be scanned.
In 2025, Google reached a $5 billion settlement in a lawsuit concerning its collection of data during incognito browsing sessions. This directly contradicted user expectations. In fact, Google's official documentation clearly states the following:
"When an incognito browsing session ends, Chrome does not retain site data or a history of the sites you visited. During an incognito browsing session, Chrome temporarily retains some information, such as cookies and site data, to help websites function and support browsing. This information is deleted when the incognito browsing session ends."
What risks do you face when using incognito browsing mode?
We often mistakenly believe that incognito mode provides ideal protection for our browsing. However, there are many aspects that this mode never truly conceals:
Your IP address: Websites can clearly see your IP address, even in incognito mode. This address allows them to roughly determine your geographical location. So, if you're working from home, your company can see your activity. And if you're in a café or airport, your internet service provider can see everything.
- Your internet service provider (ISP) is tracking you: Kaspersky itself confirms that ISPs can see the websites we visit, even in incognito mode. Our browser's DNS protocol is completely exposed. Therefore, the ISP can record the websites you visit, such as pornographic sites, political sites, health insurance sites, and others.
Therefore, even with incognito browsing mode deleting cookies when closing windows, websites are still able to track your browsing using other technologies, such as browser fingerprinting or other scripts.
Furthermore, you should be aware that it also lacks any additional security mechanisms against infection in case a file containing malware is downloaded.