Google’s decision to continue using third-party cookies in its Chrome browser is under renewed scrutiny in the UK.
The Competition and Markets Authority (CMA) expressed concerns about the tech giant’s revised approach to managing cookies.
These cookies play a crucial role in tracking users across the web.
Google’s decision to continue using third-party cookies in its Chrome browser is under renewed scrutiny in the UK. The Competition and Markets Authority (CMA) expressed concerns about the tech giant’s revised approach to managing cookies, which track users’ online activities.
In July, Google reversed its earlier plan to phase out third-party cookies from Chrome, a move that had been in the works for a long time. These cookies play a crucial role in tracking users across the web, helping advertisers—Google’s primary revenue source—deliver personalised ads. Advertisers argued that removing cookies would hinder their ability to target ads effectively and increase reliance on Google’s own user data.
Also read: Google tried to sell AdX, but EU publishers rejected the offer: Here’s why
To address these concerns, Google announced that Chrome users would have the option to allow cookies when browsing. However, this shift has not satisfied the CMA, which invited stakeholders to share their views on Google’s decision following the reversal.
After reviewing the responses, the CMA stated, “Based on careful consideration of the responses we received, the CMA’s view is that competition concerns remain under Google’s revised approach.” “If the CMA is not able to agree changes to the commitments with Google which address the competition concerns, then the CMA will consider what further action may be necessary,” it added.
Also read: Ex-Google executive said that search giant was trying to crush rival advertising networks
Google’s use of cookies has also attracted attention from other regulatory bodies, including the UK’s Information Commissioner’s Office (ICO), which had previously supported Google’s plan to eliminate the tracking tools.
In response to the CMA’s concerns, a Google spokesperson told Reuters that the company’s approach would enable users to make informed choices when browsing the web with Chrome. “As we finalize this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally, and look forward to ongoing collaboration with the ecosystem to build for a private, ad-supported internet.”
The CMA’s latest comments highlight the ongoing regulatory pressure on Google as it navigates the balance between maintaining user privacy and supporting its ad business. It remains to be seen how the company will adapt its strategy in response to these challenges.
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Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile
