Google abandons plan to remove cookies from Chrome browser
Tech giant backtracks on four-year effort to improve online privacy after advertiser and regulator opposition
In a surprising shift, Google has decided to retain cookies within its Chrome web browser, marking a U-turn on its previous commitment to phase out the invasive tracking technology. This decision comes after pushback from advertisers and regulators, who have argued against the change for the past four years.
On Monday, Google unexpectedly unveiled its pursuit of "a new path for privacy," offering users the option to enable or disable cookies while keeping the functionality within Chrome. This reverses the company's 2020 promise to eradicate all cross-website cookies within two years, mirroring Apple's stance on blocking third-party tracking by default in its Safari browser for privacy reasons.
The existence of cookies—small text files embedded in users' browsers to monitor their online behavior—is primarily used by online advertisers to track users across various websites and display targeted ads tailored to their interests.
Google's initial move to eliminate cookies sparked controversy from the start, with the digital advertising, ad tech, and publishing industries voicing concerns about the potential destruction of their business models. They also argued that it would further solidify Google's advantage in consumer data collection over its advertisers, leading to higher costs for ad-targeting services.
The project encountered delays, and in 2021, UK regulators launched an investigation into whether Google's plans were anti-competitive. While Google addressed the concerns of the UK's competition authority, its first attempt at a replacement for cookies, called "Floc," was scrapped due to privacy protection worries. The deadline was further extended in 2022 to accommodate advertisers' needs for adjustment.
Despite Google's assurances to forge ahead, the proposed replacement technologies were deemed "deeply flawed" by the UK Information Commissioner's Office, influencing the decision to abandon the project.
Anthony Chavez, Google's manager leading the Privacy Sandbox project, acknowledged the impact of the transition on the online advertising ecosystem and emphasized the new approach's focus on user choice. The company remains open to discussions with regulators and industry stakeholders as it rolls out this updated strategy.
ICO deputy commissioner Stephen Bonner expressed disappointment in Google's change of plans, stating that blocking third-party cookies would have benefited consumers. He encouraged the industry to explore more private alternatives and warned against resorting to more covert tracking methods. The ICO will monitor the industry's response and consider regulatory action for non-compliance, including Google.
The UK's Competition and Markets Authority is currently assessing the implications of Google's announcement and has invited stakeholders to share their views by August 12.
On Monday, Google unexpectedly unveiled its pursuit of "a new path for privacy," offering users the option to enable or disable cookies while keeping the functionality within Chrome. This reverses the company's 2020 promise to eradicate all cross-website cookies within two years, mirroring Apple's stance on blocking third-party tracking by default in its Safari browser for privacy reasons.
The existence of cookies—small text files embedded in users' browsers to monitor their online behavior—is primarily used by online advertisers to track users across various websites and display targeted ads tailored to their interests.
Google's initial move to eliminate cookies sparked controversy from the start, with the digital advertising, ad tech, and publishing industries voicing concerns about the potential destruction of their business models. They also argued that it would further solidify Google's advantage in consumer data collection over its advertisers, leading to higher costs for ad-targeting services.
The project encountered delays, and in 2021, UK regulators launched an investigation into whether Google's plans were anti-competitive. While Google addressed the concerns of the UK's competition authority, its first attempt at a replacement for cookies, called "Floc," was scrapped due to privacy protection worries. The deadline was further extended in 2022 to accommodate advertisers' needs for adjustment.
Despite Google's assurances to forge ahead, the proposed replacement technologies were deemed "deeply flawed" by the UK Information Commissioner's Office, influencing the decision to abandon the project.
Anthony Chavez, Google's manager leading the Privacy Sandbox project, acknowledged the impact of the transition on the online advertising ecosystem and emphasized the new approach's focus on user choice. The company remains open to discussions with regulators and industry stakeholders as it rolls out this updated strategy.
ICO deputy commissioner Stephen Bonner expressed disappointment in Google's change of plans, stating that blocking third-party cookies would have benefited consumers. He encouraged the industry to explore more private alternatives and warned against resorting to more covert tracking methods. The ICO will monitor the industry's response and consider regulatory action for non-compliance, including Google.
The UK's Competition and Markets Authority is currently assessing the implications of Google's announcement and has invited stakeholders to share their views by August 12.