Google Changes Course on Chrome Cookie Ban, Citing Industry and Regulatory Pressure – Alphabet (NASDAQ:GOOG), Alphabet (NASDAQ:GOOGL)

Alphabet Inc.‘S GOOG GOOGLE Google The company has decided to abandon its long-standing plan to eliminate cookies from its Chrome browser, citing resistance from industry and regulators.

What happened:After four years of persistent efforts, delays and conflicts with the advertising industry, Google has reversed its decision to pull cookies from Chrome, The Wall Street Journal (WSJ) reports. The decision comes after digital advertising companies and regulators expressed opposition to Google’s proposed alternative technologies.

Instead of eliminating cookies, Google will now prompt Chrome users to decide whether to enable or disable cookies, according to the UK’s privacy regulator, which has overseen Google’s cookie-blocking plan.

Anthony ChavezGoogle Privacy Sandbox Vice President, admitted that this change will have a significant impact on publishers, advertisers and the online advertising industry. He announced a changed approach that puts user choice first and said that Google is in talks with regulators and the industry as it implements this new path, the WSJ reported.

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Google initially announced its plan to eliminate cookies in 2020, aiming to increase user privacy while browsing the web. However, the move was met with resistance from advertisers who argued that Google’s proposed replacement technologies would force them to shift their spending to the tech giant’s digital ad products.

In 2021, U.K. regulators began investigating whether Google’s plan would negatively impact competition in the digital advertising space. Google agreed to cooperate with the regulator, promising to notify the agency at least 60 days before removing the cookies for assessment, according to the Journal.

During the ongoing investigation, Google delayed its cookie end date, originally set for 2022. In April, the UK government’s Information Commissioner’s Office announced it would publish a report highlighting significant flaws in Google’s proposed replacement technologies. Following that announcement, Google said it would further delay the end of cookies beyond its previously announced end date of the end of this year.

Google’s latest decision to leave cookies in its Chrome browser could further increase regulatory scrutiny of the tech giant’s privacy practices.

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This content was prepared in part using AI tools and was reviewed and published by Benzinga editors.

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