Tuesday, May 28, 2024
HomeTechnologyGoogle's ad-privacy reforms, according to a UK regulator, fall short.

Google’s ad-privacy reforms, according to a UK regulator, fall short.

The Wall Street Journal reported late Thursday that Google’s (GOOGL.O) planned cookie replacements need to do more to protect consumer privacy, according to internal documents that the UK privacy regulator reviewed.

The Information Commissioner’s Office (ICO) stated in a draft report that Google’s proposed solution, known as Privacy Sandbox, has vulnerabilities that might be used to compromise privacy and identify individuals who should remain anonymous, according to WSJ.

The goal of the Privacy Sandbox project is to gradually stop supporting third-party cookies, lessen cross-site and cross-app tracking, and maintain free access to online information for all.

In the second half of 2024, Google intends to fully phase out the use of third-party cookies for users.

According to the WSJ, the ICO is attempting to persuade Google to alter and to communicate its concerns to the Competition and Markets Authority (CMA) in the UK. According to the article, the UK’s competition authority, CMA, has pledged to take into account ICO’s suggestions when assessing Google’s proposals.

In an email to Reuters, a Google representative stated, “We’ve been closely engaging with the ICO, and other privacy and competition regulators globally, and will continue to do that to reach an outcome that works for users and the entire ecosystem.”

Google’s proposal to stop supporting specific cookies in the Chrome browser has prompted CMA to look into the matter since the watchdog believes it may reduce competition in the digital advertising market.

Remarks from Reuters were not immediately received by ICO or CMA.

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