Google commits to work with UK regulator on plan to drop browser cookies

A Google Chrome lapel pin

Stephen Shankland/CNET

Britain’s competitors regulator could have a say in Google’s plan to phase out third-party cookies in Chrome. On Friday, the Competitors and Markets Authority stated it is reviewing several commitments from Google designed to make sure that its net privateness efforts will not impede competitors in digital advert markets. 

Final yr, Google stated it’s going to regularly take away third-party cookies, little bits of code that may let advertisers observe person historical past throughout the online. The transfer is a part of the search big’s push towards a privacy sandbox, which is designed to let publishers goal advertisements primarily based on individuals’s pursuits with out infringing on privateness. 

Nonetheless, the CMA, in addition to regulators in the US, have been involved the privateness push might hurt newspapers and different companies that depend on personalised on-line advertisements. The commitments from Google come after enforcement actions the CMA launched towards the tech big in January. 

The commitments from Google embrace elevated transparency round timelines, limits on how Google will use particular person person knowledge for advertisements and a promise to not give preferential therapy to its personal advert merchandise or websites. If accepted by the CMA, the commitments will develop into legally binding, the authority stated. Google stated it could apply them globally. 

“We imagine that these sorts of investments in privateness will create extra alternative, not much less,” Oliver Bethell, director of Authorized at Google, wrote in a blog post. “The Privateness Sandbox seeks a approach ahead that improves individuals’s privateness on-line whereas making certain that advertisers and publishers of all sizes can proceed to succeed.”

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