Google Commits On Browser Cookies to Appease UK Regulator

Google has promised more restrictions on the use of data from its Chrome browser to address concerns raised by the UK competition regulator about its plan to ban third-party cookies that advertisers use to track consumers.

The Competition and Markets Authority (CMA) has investigated Google’s plan to cut support for certain cookies in Chrome – an initiative called the “Privacy Sandbox” – because it fears it could hinder competition in digital advertising.

Google of Alphabet Inc said its users want more privacy when browsing the web, including not being tracked between sites.

Other players in the $ 250 billion global digital advertising industry, however, have said that the loss of cookies in the world’s most popular browser will limit their ability to gather information to personalize ads and make them more dependent on Google’s user databases.

Google agreed earlier this year not to implement the plan without approval from the CMA and said the changes agreed with the UK regulator would apply globally.

Google had addressed some remaining concerns, the CMA said Friday, including pledges to reduce access to IP addresses and clarify internal limits on the data it could use.

CMA CEO Andrea Coscelli said: “We have always been clear that Google’s efforts to protect user privacy cannot come at the expense of reduced competition.”

He added: “If accepted, the commitments we have obtained from Google become legally binding, promoting competition in digital markets, helping to protect the ability of online publishers to raise money through advertising and safeguarding user privacy.”

Google said in a blog that it is “determined to ensure that the Privacy Sandbox is developed in a way that works for the entire ecosystem.”

The CMA said it will consult on new commitments until December 17.

November 26, 2021