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Google has reversed course on its decision to remove cookies from its Chrome web browser, ending four years of efforts to protect user privacy by phasing out invasive tracking technology after pushback from advertisers and regulators.
The search giant unexpectedly announced Monday that it was pursuing “a new path for privacy” that would give users the ability to enable or disable cookies, but would ultimately keep them in Chrome.
The move reverses a 2020 commitment to eliminate all cross-site cookies within two years, similar to Apple’s policy of blocking third-party tracking by default on its Safari browser over privacy concerns. Google’s move now puts it in a similar position to the iPhone maker.
Cookies — small text files placed in users’ browsers to track their online behavior — are the primary tool used by online advertisers to monitor users across websites and target them with ads based on their interests.
The move was controversial from the start, with the digital advertising, ad tech and publishing industries complaining that it would destroy their business models, further entrench Google’s advantage in collecting consumer data over its advertisers and force them to pay more for its ad targeting services.
The project quickly fell behind schedule, and in 2021, UK regulators launched an investigation into whether Google’s plans were anti-competitive. While it eventually managed to allay the UK competition authority’s concerns, the company’s first attempt at replacing cookies, known as “Floc,” was scrapped after concerns it wouldn’t adequately protect privacy.
The deadline has been pushed back again to 2022 to give advertisers more time to integrate and adapt to the changes.
Google has pledged to continue, saying in February that it had started removing some cookies and planned to disable all third-party cookies by the end of the year. However, the UK’s Information Commissioner’s Office still had reservations about the proposed replacement technologies, calling them “deeply flawed,” which contributed to the decision to cancel the project.
“We recognize that this transition requires significant work from many stakeholders and will impact publishers, advertisers, and everyone involved in online advertising,” said Anthony Chavez, Google’s Privacy Sandbox project lead. “In light of this, we’re proposing an updated approach that expands user choice… We’re discussing this new path with regulators and engaging with the industry as it unfolds.”
ICO Deputy Commissioner Stephen Bonner said the regulator was “disappointed that Google has changed its plans” as “blocking third-party cookies would be a positive step for consumers”.
“Despite Google’s decision, we continue to encourage the digital advertising industry to adopt more private alternatives to third-party cookies – and not rely on more opaque forms of tracking,” he added. “We will monitor the industry’s response and consider regulatory action where systemic non-compliance is identified across all companies, including Google.”
The UK Competition and Markets Authority said it was “considering the impact of this announcement and welcomes submissions up to 12 August”.
