UK regulator accepts Google’s updated proposal on browser cookie tracking

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The UK’s Competition and Markets Authority (CMA) has accepted Google’s newest plan to exchange third-party cookies from the Chrome Browser. The regulator mentioned that Google made legally binding commitments to deal with its considerations that the “Privacy Sandbox” would weaken competitors and hurt customers. 

Early in 2021, the CMA introduced that it could examine Google’s plan to exchange third get together cookies with “trust tokens.” It mentioned that Google’s plan “could undermine the ability of publishers to generate revenue and undermine competition in digital advertising, entrenching Google’s market power.” It added that it acquired complaints from publishers and tech corporations which alleged that Google could also be “abusing its dominant position.” 

While this is a vital step, we’re below no illusions that our work is completed. We now transfer into a brand new part the place we are going to maintain an in depth eye on Google because it continues to develop these proposals.

The CMA mentioned that Google has promised to make use of a “more transparent process than initially proposed.” It will now interact with third events and publish check outcomes, and should tackle any points raised by the CMA or third events. It may even not take away third-party cookies “until the CMA is satisfied that its competition concerns have been addressed.” 

In its personal blog post on the matter, Google mentioned it could “design, develop and implement Privacy Sandbox with regulatory oversight and input from the CMA and the ICO.” It promised to use the commitments globally, not simply within the UK, as “we believe that they provide a roadmap for how to address both privacy and competition concerns in this evolving sector,” Google wrote.

Last year, Google delayed the rollout of third-party cookies till mid-2023, relatively than the 2022 timeline it initially set. It admitted on the time that it “needs more time across the ecosystem to get this right.” Google had initially proposed a cookie different known as “FLoC” (Federated Learning of Cohorts) however introduced final month that it was testing a alternative known as Topics API. 

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