UK CMA remains concerned about Google’s ad privacy plan
Google’s online advertising practices are coming under fresh scrutiny in Britain after the competition watchdog said on Tuesday there were “continued concerns” over the company’s plans to retain third-party cookies as part of its Chrome browser.
In July, the tech giant scrapped long-standing plans to remove cookies, the small packets of code that track users across the web, from Chrome. Advertisers, the company’s biggest source of revenue, complained that the move would limit their ability to personalize ads and leave them dependent on Google’s own user databases.
To appease critics, Alphabet-owned Google said users would be given the choice to allow cookies to track them while browsing with Chrome.
After the decision on cookies was withdrawn, the Competition and Markets Authority invited interested parties to provide their views on the decision.
“Based on careful consideration of the responses we have received, the CMA considers that competition concerns remain under Google’s revised approach,” the CMA said in a statement posted online on Tuesday.
“If the CMA is unable to reach agreement with Google on changes to the commitments that address the competition concerns, the CMA will consider what further action is necessary,” the company said.
Google’s use of cookies has drawn criticism from other regulators, including the UK’s privacy watchdog, the Information Commissioner’s Office, which previously backed the company’s plans to scrap the tracking tools.
A Google spokesperson told Reuters that the company’s approach ensures users can make informed choices when browsing the web with Chrome.
“As we finalize this approach, we will continue to consult with the CMA, ICO and other regulators globally. We look forward to continued collaboration with the ecosystem to build a private, ad-supported internet.”
© Thomson Reuters 2024
