While Google has drawn criticism from U.S. lawmakers and consumer groups over its new privacy policy, a vast majority of users are in the dark about the changes, which are set to take effect on Thursday, according to a new study.

The study, carried out by YouGov for privacy group Big Brother Watch, found that nine out of 10 users in the U.K.  have not read the new policy. While 92 percent of internet users regularly rely on a Google service, 65 percent are not even aware that privacy changes are rolling out this week. Forty-seven percent of people did not even know a change was being proposed, according to the survey.

Google on March 1 plans to consolidate its 70 or so privacy policies across its products - from Gmail to YouTube to Blogger - down to one. As part of the change, the Web giant will log data for those logged into Google, and create comprehensive profiles of users, following their activities across its sites. This will allow Google to serve users with more personalized ads and search results.  

Google has taken steps to inform users about the policy. The Web giant launched an ad campaign about it, emailed account holders, and has displayed a link on its homepage for weeks where users can get more information. But those efforts are not enough, Nick Pickles, director at Big Brother Watch, wrote in a blog post Tuesday.

"Much more needs to be done to inform consumers what these changes mean, and how they can take control of their personal information before the changes come into effect," Pickles wrote. "This change isn’t about Google collecting more data, it’s about letting the company combine what’s in your emails with the videos you watch and the things you search for, and ultimately increase their profits."

Less than half of users said they think Google should implement the new policy on Thursday, as planned, according to the survey. Big Brother Watch wrote to the U.K.’s data regulator asking for an investigation into the changes, and whether they violate data protection laws in the country.

Google has faced growing criticism over the past several weeks from U.S. lawmakers, the nation's attorneys general, and consumer groups about its plans. One group, the Electronic Privacy Information Center, has already sued to stop Google from implementing the change, arguing that the company is in violation of a recent Federal Trade Commission settlement. The nation's attorneys general, the European Commission, and another consumer group have also voiced their opposition.

For more, see: How to Opt Out of Google's New Privacy Policy (Sort Of).