Britain’s data and information watchdog has expressed disappointment with a decision by Google to rule out the removal of third-party cookies from its Chrome browser.

Third-party cookies track people’s internet browsing history in order to target advertising.

Google had set up a ‘Privacy Sandbox’, with the aim of testing ways to improve users’ privacy while preserving an ad-supported internet – including the removal of cookies.

‘Informed choice’

It had been receiving feedback on the project from Britain’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO).

In a blog post yesterday (22 July), however, Privacy Sandbox vice-president Anthony Chavez said that Google was now proposing “an updated approach”.

“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” Chavez stated, adding that Google was discussing its new approach with regulators.

‘Significant change’

The ICO’s deputy commissioner Stephen Bonner said, however, that the regulator was “disappointed” that Google had changed its plans.

“From the start of Google’s Sandbox project in 2019, it has been our view that blocking third-party cookies would be a positive step for consumers.

“The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available,” Bonner added.

“Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives to third-party cookies – and not to resort to more opaque forms of tracking,” he concluded.

The CMA said that it would work closely with the ICO to “carefully consider” Google’s new approach.