UK Regulator Criticizes Google's Ad-Privacy Changes

Google's proposed replacement for cookies, known as Privacy Sandbox, aims to eliminate support for third-party cookies and reduce cross-site and cross-app tracking.

The initiative seeks to maintain free access to online content while enhancing user privacy.

Concerns Raised by the UK Privacy Regulator:

• The UK's Information Commissioner's Office (ICO) expressed concerns about Google's Privacy Sandbox in a draft report.

• According to internal documents reviewed by the Wall Street Journal (WSJ), the ICO highlighted gaps in Privacy Sandbox that could compromise user privacy and anonymity.

Critique of Privacy Sandbox by ICO:

• The ICO's draft report suggests that Google's proposed technology fails to adequately protect consumer privacy.

• It warns that loopholes in Privacy Sandbox could potentially allow for the identification of users who should remain anonymous.

Timeline for Implementation:

• Google intends to phase out the use of third-party cookies entirely for users by the second half of 2024.

• However, concerns raised by regulators may impact the timeline or require modifications to Google's plans.

Regulatory Actions:

• The ICO is actively engaging with Google to address its concerns regarding Privacy Sandbox.

• Additionally, the ICO aims to share its findings and concerns with the UK's Competition and Markets Authority (CMA), the country's competition regulator.

Response from Google:

• A spokesperson for Google stated that the company has been collaborating closely with the ICO and other global privacy and competition regulators.

• Google aims to work towards an outcome that benefits users and the digital ecosystem as a whole.

Investigation by CMA:

• The Competition and Markets Authority (CMA) is investigating Google's plan to phase out support for certain cookies in its Chrome browser.

• CMA is concerned that Google's actions could potentially hinder competition in the digital advertising market.

Future Steps:

• Both ICO and CMA are expected to continue their investigations and engage with Google to address privacy and competition concerns.

• The regulators' recommendations and findings will likely influence the trajectory of Google's Privacy Sandbox initiative and its implementation.

Response from Regulatory Authorities:

• At the time of reporting, neither ICO nor CMA had responded to Reuters' requests for comment, indicating that the investigation and engagement processes are ongoing.