Google’s efforts to revamp online ad tracking are facing criticism. Their Chrome browser’s Privacy Sandbox, designed to replace third-party tracking cookies, is under fire from Austrian privacy group noyb. They allege that Privacy Sandbox still tracks users, but through Google itself rather than external trackers.
Noyb argues that enabling the “privacy feature” in Chrome actually signs users up for Google’s own ad tracking. They believe this is deceptive and doesn’t give users proper control over their data. Google maintains that Privacy Sandbox offers a more private browsing experience overall. However, noyb disagrees and claims it still violates data protection laws.
Google is currently phasing out third-party cookies with a global test, where 1% of Chrome users already have them disabled. They plan a full phase-out by early next year. Despite this, noyb remains unconvinced about Google’s commitment to user privacy. They accuse Google of using misleading tactics to get user consent for their ad tracking.
Google maintains they are working on a solution that addresses everyone’s concerns. However, noyb is skeptical, pointing out this isn’t the first time they’ve clashed with Google over privacy issues. Noyb has previously filed complaints against other tech giants like OpenAI and Meta for alleged privacy violations.
