In an unexpected move, Google has scrapped its plans to block third-party cookies from its Chrome internet browser, which had been first announced four years ago.
The UK’s data privacy watchdog expressed “disappointment” over this decision.
Instead, Google says it will pursue a new approach, giving users an “informed choice that applies across their web browsing” and is currently discussing the next steps with regulators. This indicates that Google is not entirely abandoning its alternative advertising methods but will allow a third-party cookie-based system to operate alongside.
Ultimately, users will continue to see pop-ups asking them to enable or disable cookies in the future.
Stephen Bonner of the Information Commissioner’s Office (ICO) commented, “We believed blocking third-party cookies would benefit consumers. Google’s new plan is a significant shift, and we will evaluate this new direction once more details are available.”
Cookies are small files stored on your computer that allow advertisers to track internet activity and target ads. Third-party cookies, small files stored by businesses other than the website being visited, have historically been crucial for digital advertising. They enable advertisers to track user behaviour across websites and profile consumers based on their interests.
Google’s plan to replace cookies with its “Privacy Sandbox” has been controversial, facing opposition from rivals and online advertising businesses.
In 2021, the UK Competition and Markets Authority (CMA) intervened, concerned that Google’s plans could push more advertisers to use Google’s own systems. Google made commitments in 2022 to address these concerns. Now, the CMA is seeking feedback on Google’s revised plan.
“We will carefully consider Google’s new Privacy Sandbox approach, working closely with the ICO, and welcome views on the revised approach, including potential implications for consumers and market outcomes,” the CMA stated.
Author
Gill Laing is a qualified Legal Researcher & Analyst with niche specialisms in Law, Tax, Human Resources, Immigration & Employment Law.
Gill is a Multiple Business Owner and the Managing Director of Prof Services Limited - a Marketing & Content Agency for the Professional Services Sector.
