Google Agrees Not To Restrict Internet User Cookies For Advertising Companies To Track

Google does not allow cookies to be tracked by advertising agencies. (photo: doc. pixabay)

JAKARTA - Google has promised more restrictions on data use from its Chrome browser to address concerns raised by the UK's competition regulator about its plans to ban third-party cookies that advertisers use to track consumers.

The Competition and Markets Authority (CMA) has been investigating Google's plans to cut support for some cookies in Chrome - an initiative called the "Privacy Sandbox" - out of concern it will hinder competition in digital advertising.

Alphabet Inc's Google says its users want better privacy when they surf the web, including that their data isn't tracked across sites.

Other players in the $250 billion global digital advertising sector, however, say the loss of cookies in the world's most popular browsers will limit their ability to collect information to personalize ads and make them more dependent on Google's user database.

Google agreed earlier this year not to implement the plan without CMA approval and said policy changes it had agreed with UK regulators would apply globally.

"Google has addressed some of the remaining concerns", said a CMA source as quoted by Reuters on Friday, November 26, including commitments around reducing access to IP addresses and clarifying internal limits on the data that can be used.

"We've always made it clear that Google's efforts to protect user privacy cannot come at the expense of reduced competition", said CMA Chief Executive, Andrea Coscelli as quoted by Reuters.

He added: "If accepted, the commitments we have obtained from Google become legally binding, promote competition in the digital marketplace, help protect the ability of online publishers to raise money through advertising and safeguard user privacy".

Google said in a blog that it is "determined to ensure that the Privacy Sandbox is developed in a way that works for the entire ecosystem". The CMA said it would consult on this new commitment until December 17.