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From there, you can access your Ad Settings to control the ads you see, review and delete your search history, and even choose what information Google saves to your account. You will soon be able to review and delete your recent searches as well as get a simplified array of privacy controls and a rundown on how your data is used in relation to Search from the page itself.

"We're always working on making it easier for you to understand and control your data so you can make privacy choices that are right for you", said Eric Miraglia, Google's director of product management for privacy and data protection.

The new controls essentially give you direct access to some of the same settings that are found on your Google Account dashboard.

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The initiative comes as part of Google's push to be more transparent on the data it collects. It'll then bring up a form where you can set a date range through which your activity will be deleted, as well as the Google products that this will apply to. The case against Google isn't about being "secretive" in their data-collection practice, but criticizes the company for being deceptive with their privacy toggles and switches. Google has a LOT of data on us all, however these new controls appear to also make it a lot easier to clear that data away when you decide you don't want them to have it - putting the power back in your hands. You can access all this information without having to leave Search.

Privacy controls are easily accessible from this section as well.

Despite the increasing regulatory scrutiny in the United States, Google's Mr. Miraglia said the latest privacy changes were sparked by user feedback from product-research sessions the company regularly conducts with users, not concerns about possible regulatory action. The company also plans to add quick privacy options to Maps and other services starting next year.