Google Faces Regulatory Scrutiny Over Revised Cookie Policy in the UK

Concerns regarding Google's advertising privacy initiatives have resurfaced in the UK, as the competition regulator expressed ongoing apprehensions about the company's decision to store cookies from external sources in its Chrome browser browser.

In a significant shift in July, Google decided against its earlier plans to eliminate cookies, small data files that monitor user behavior online. Advertisers, who significantly contribute to the company’s revenue, have voiced that removing cookies would hinder their capacity to tailor advertisements, thereby relying on Google's own user information.

To address these concerns, Google, a subsidiary of Alphabet, announced that users would have the option to permit cookie tracking while using Chrome. Following this alteration, the Competition and Markets Authority encouraged stakeholders to provide their input on the decision.

After evaluating the feedback received, the authority stated that it continues to have competitive concerns regarding Google's updated strategy. It noted that if an agreement on necessary changes cannot be reached, further actions may be contemplated.

Google's approach to cookies has also attracted attention from other regulatory bodies, including the Information Commissioner's Office, which had earlier supported the removal of these tracking mechanisms. A representative from Google mentioned that the company's strategy is aimed at empowering users to make knowledgeable decisions during their online activities with Chrome.

As the implementation of this strategy progresses, Google aims to maintain dialogue with the Competition and Markets Authority, Info Commissioner's Office, and other global regulators, alongside collaboration with the broader ecosystem to foster a privacy-centric, ad-supported online environment.