Google users may notice a bit of a difference when they’re surfing the web as the company’s controversial new privacy policy goes into effect on Thursday.

For its part, Google said the changes will make it easier for consumers to understand how it collects personal information while also helping users by offering more helpful services. But most critics believe the move is invading on the public’s privacy and Google is using it as a way to sell more ads.

If a user is logged into any of Google’s services, the company will gather data, whether you’re watching a YouTube video, using the search engine feature or writing a memo on Google’s word-processing program, Docs. The new policy will pool all that information together, allowing the company to “connect the dots” from one service to the next.  Officials said it is designed to improve a user’s experience across all of Google’s platforms.

But U.S. and European consumer advocacy groups are crying foul, arguing that the company is only looking to further develop targeted advertising. They even made a last-ditch effort to delay implementation of the privacy policy changes by sending a joint letter to Google executive Larry Page to no avail.

The Electronic Privacy Information Center said it is appealing a ruling that dismissed its legal challenge to Google’s privacy policy changes.

We’ll see how the changes affect usage for the world’s largest search engine and its other websites.