The UK Competition and Markets Authority (CMA) has expressed concerns about Google’s decision to retain cookies in the Chrome browser. Google initially planned to remove third-party cookies by the end of 2024 to enhance user privacy. However, after facing opposition from advertisers, Google adjusted its plan and will now allow users to decide whether to allow cookies to track their browsing activities.
This change has raised concerns among regulatory agencies, including the CMA, about its potential impact on competition in the online advertising market. The CMA has invited stakeholders to comment and has warned that if Google does not address these concerns, the agency will consider taking necessary action.
In response, Google stated that it will continue to work with regulators to ensure user privacy and support a healthy online advertising ecosystem. The UK Information Commissioner’s Office (ICO) is also monitoring Google’s new steps, signaling that the debate over balancing user privacy and competition in online advertising continues to be a complex issue that has drawn the attention of global regulators.