UK Watchdog Probes Google’s Cookie Phase-Out Plan
The UK’s Competition and Markets Authority (CMA) has launched an investigation into Google’s plan to remove third-party cookies from Chrome, concerned it may harm digital advertising competition. Google has responded, welcoming the regulator’s scrutiny.
Key Details of the Investigation
- The CMA is assessing commitments offered by Google regarding its “Privacy Sandbox” initiative.
- The core concern is that removing tracking cookies could restrict user data for rivals while Google retains access.
- Google cannot proceed with the cookie removal until the CMA’s competition concerns are resolved.
The Privacy Sandbox aims to phase out third-party cookies—which track users across websites—and limit data access for ads, while introducing alternative tools. The CMA fears this could distort the market.
“The Privacy Sandbox will eliminate third-party cookies and limit covert tracking, while keeping online information and content free for all,” a Google spokesperson said.
“We’ve been discussing this technology with the industry and regulators for over three years, and we’re grateful to the CMA for their continued engagement as we work to develop new tools that will help build a more private web, where people have more control over their data.”
Next Steps and Industry Input
The CMA will establish a monitoring mechanism to oversee Google’s development of the proposals. Interested third parties, including publishers and advertisers, have until 5:00 p.m. London time on June 14 to submit their comments on Google’s commitments.
This probe marks a significant regulatory hurdle for one of Google’s biggest shifts in web advertising, balancing privacy reforms with fair market competition.
