Britain’s Regulators Renew Scrutiny of Google’s Cookie Plan
Britain’s competition watchdog, the Competition and Markets Authority (CMA), has expressed concerns over Google’s revised plan to retain third-party cookies as part of its Chrome browser. The move has sparked fresh scrutiny of the tech giant’s online advertising practices. In July, Google unexpectedly scrapped its plans to remove cookies, which track users across the internet, from Chrome. Advertisers, Google’s biggest source of revenue, had complained the move would limit their ability to personalize ads and force them to rely on Google’s own user databases.
In an attempt to placate critics, Google had said users would be given the option to allow cookies to track them when browsing with Chrome. However, the CMA has taken a closer look at the revised plan and found that concerns remain. “Based on careful consideration of the responses we received, the CMA’s view is that competition concerns remain under Google’s revised approach,” the CMA said in a statement. If the concerns are not addressed, the CMA may consider taking further action.
Google’s use of cookies has raised eyebrows from other regulators as well, including Britain’s privacy watchdog, the Information Commissioner’s Office (ICO). The ICO had previously backed Google’s plan to dump cookies, but has now scrutinized the revised plan more closely. A Google spokesperson told Reuters that the company’s approach would enable users to make informed choices when browsing the web with Chrome.
The CMA has invited stakeholders to share their views on Google’s revised plan, and it remains to be seen what action the regulator will take next. Google has vowed to continue consulting with regulators globally and working with the ecosystem to build a private, ad-supported internet.
The renewed scrutiny of Google’s cookie plan has far-reaching implications for online privacy and advertising. As regulators continue to scrutinize the tech giant’s practices, it remains to be seen how Google will address their concerns and ensure a smooth transition to its revised approach.