The UK privacy regulator, the Information Commissioner’s Office (ICO), has raised objections to Google’s proposed changes to ad-privacy technology, stating that they fall short of adequately protecting consumer privacy. Google’s initiative, known as Privacy Sandbox, aims to phase out support for third-party cookies and reduce cross-site and cross-app tracking while maintaining free online content. However, according to a draft report reviewed by the Wall Street Journal, the ICO believes that Privacy Sandbox leaves loopholes that could be exploited to compromise user privacy and identify individuals who should remain anonymous.
Google intends to completely eliminate the use of third-party cookies for users in the second half of 2024 as part of its Privacy Sandbox initiative. However, the ICO is pressing Google to address these concerns and is seeking to share its findings with the UK’s Competition and Markets Authority (CMA). The CMA, as the UK’s competition regulator, has committed to considering the ICO’s recommendations as it evaluates Google’s plans. The ICO’s critique comes amid ongoing investigations by the CMA into Google’s decision to phase out support for certain cookies in its Chrome browser, with concerns raised about potential negative impacts on competition in the digital advertising market.
In response to the ICO’s concerns, a Google spokesperson emphasized the company’s ongoing engagement with privacy and competition regulators globally. Google aims to work collaboratively to ensure that any changes made are in the best interest of users and the broader digital ecosystem. However, both the ICO and the CMA have yet to respond to requests for comment on the matter, leaving the outcome of their investigations and potential regulatory actions uncertain.
