In a surprising announcement, Google confirmed that it will not be eliminating tracking cookies in Chrome, impacting the browsing experience of 3 billion users. The decision came as a shock as the company struggled to find a balance between regulatory demands and its own business interests.
Google’s New Approach
On July 22, Google proposed a new model that allows users to choose between tracking cookies, Google’s Topics API, and a semi-private browsing mode. This consent-driven approach aims to provide users with more control over their online privacy. However, the specifics of this model are still under discussion with regulators. The U.K.’s Competition and Markets Authority (CMA) expressed caution, stating that the implications for consumers and market outcomes need thorough consideration.
Privacy Concerns and Industry Reaction
Privacy advocates are concerned that most users will not change their default settings, leaving them vulnerable to tracking. The Electronic Frontier Foundation (EFF) criticised Google’s Privacy Sandbox initiative, which was intended to replace tracking cookies but has faced numerous setbacks. The EFF argues that Google’s latest move prioritises profits over user privacy, contrasting sharply with Apple’s approach. Apple’s Safari browser blocks third-party cookies by default, and its recent ad campaign highlighted the privacy vulnerabilities of Chrome users.
Regulatory and Industry Responses
The CMA and the U
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